Market research has long been accused of killing creativity. Many in the creative world now look back with nostalgia to the days when market research was the point of contention. With so much more data available now and so many exciting applications for it, data and creative are at loggerheads.
Data doesn’t kill creativity; people kill creativity. Likewise, just because creativity can be more difficult to measure, it doesn’t mean it is not working. So what do data-driven content and communications bring? They are pushing the industry in new directions, where people already are. Our Tech Tracker shows that nine in ten British adults are accessing the Internet and over three quarters of these users are accessing on mobile.