Wednesday, April 9, 2008

Good ideas

I don’t think good ideas actually come from research per se. That is, respondents don’t (typically) hand it up on a plate.

Research can definitely inform, inspire and/or spark good ideas.

Further down the track, research is key in shaping and sharpening good ideas to make them resonate with consumers.

But the good ideas themselves? That’s the hard bit and the clever bit. 


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