Only 65% of creatives and strategists believe research and data is essential in the creative process

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2019, 6:39 AM UTC

Different approaches to data between creatives and researchers could thwart business goals.

This article cites an Advertising Research Foundation (ARF) report revealing that only 65% of creatives or strategists consider research and data to be essential for the creative process. On the other hand, 84% of researchers find it to be critical.

The “disconnect in shared understanding” causes a lack of trust, division in insight ownership and misalignment of goals. The report adds that 75% of researchers believe copy testing is central to business, whereas only 44% of creatives consider it important.

ARF’s research states that this dissonance could hinder creative and strategic planners from taking complete advantage of research and data. It also provides recommendations such as implementing a “scrum framework”, defining research terms and creating a unified approach to testing and strategy.

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