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Driving Creativity

In: Inspiration

Author

Listed:
  • Nicholas Ind
  • Cameron Watt

Abstract

One theme that has emerged throughout this book is the problem of how to use market research as an aid to creativity. Quiksilver, Funcom, Tate Modern and IDEO are all against traditional customer research as they feel it inhibits innovative thinking and weeds out good but challenging ideas. Research, they might argue is valuable in giving you an understanding of current and past behaviour, but it is problematic when trying to define a future world. As the designer, retailer and restaurateur, Terence Conran argues, people don’t know what they really want until you present them with the opportunity to try it. However, while Conran and others might deride research, they are great believers in listening to and identifying with their audience. Conran’s success with Habitat was because he understood the lifestyle of his customers: ‘Terence was absolutely clear about who his target market was — partly because he was part of it’ (Ind 1995, p148). Equally, Quiksilver employees are surfers and skaters and Funcom employees are games players.

Suggested Citation

  • Nicholas Ind & Cameron Watt, 2004. "Driving Creativity," Palgrave Macmillan Books, in: Inspiration, chapter 11, pages 143-154, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51088-3_11
    DOI: 10.1057/9780230510883_11
    as

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