Download - Research and Creative Projects
Research and Creative ProjectsMarshall [email protected]@MarshallStrat
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We’re often asked questions about the use of research for creative projects:
What’s the best way to use research?
When should we begin to incorporate
research?
What kind of research
should we do?
How much research
should we do?
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Will research answer all of
our questions?
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Big-brand bets: When you’re betting the company on something big and need to know you’re on solid ground.
Company cultures: If your organization is filled with data-driven decision-makers or is a hierarchical environment, where ideas need to be sold up through layers of management.
Gut-checks: When you’re working on a creative-driven project that is not high risk (like a new flavor of an existing line of drinks) but you need to check interest before investing.
Research recommendationsWhile it’s possible to do research to inform and validate any initiative,there are three situations in which research can be absolutely vital:
There is a wide spectrum of research that can be
used in creative projects.
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You know that you need research, but what type should you invest in?
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5Pure
Creative
Research will not influence the
creative product
1Pure
Research
Research will not provide the
creative product
2Research
Driven
Research will determine the
creative product
3Research Informed
Research will inform the
creative product
4Creative Driven
Research will influence the
creative product
RESEARCH
The research spectrumResearch can impact the creative product to varying degrees.
CREATIVE
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How much research do you need?
Rely more on research if you:
• have more time• have a large budget• seek reduced risk• are data-oriented decision makers
Rely less on research if you:
• have less time• have a smaller budget• are willing to take risks• are visionary decision makers
1Pure
Research
2Research
Driven
3ResearchInformed
4CreativeResearch
5Pure
Creative
RESEARCH
CREATIVE
The type and amount of research you need depends on a number of variables.
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When should you conduct research?
Comprehensive:
• Identify issues early• Test ideas midway• Perform final check at the end
Minimal:
• Test ideas midway
1Pure
Research
2Research
Driven
3ResearchInformed
4CreativeResearch
5Pure
Creative
RESEARCH
Where your project falls on the spectrum impacts when you should do research.
Moderate:
• Identify issues early• Test ideas midway
CREATIVE
Our Take
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If you can do research at only one point in your project: Don’t do it at the beginning when you still have a concept to test. Don’t do it at the end when it’s too late to guide you to the right path.
Do it in the middle of your project when you’ll be able to test your goals and adjust your concept if you see that you’re not on the right track.
For more informationwww.marshallstrategy.com
