Where does research figure in the pecking order?
A. Research gives direction and it can also kill an idea. One of my creative people put it very well. “Research is like the sun, it gives you light, but if you go too near, it burns you.” In other words, over-dependence on research can get one into the analysis-paralysis mode. I think a good creative product, to an extent, is the result of both the client and the agency agreeing that yes, research has given us the required direction, now let us move on with our own convictions.
