Ipsos Taiwan: Who’s killing creativity now?

Publications-Whos killing creativity nowMarket 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 mobile1. Seven in ten own a smartphone. Figures are even higher among young people. The world has changed and will continue to do so. There are undoubtedly some great examples of using data to grow. For example, Kleenex used Google data on searches for flu to serve online ads to people in areas affected by flu outbreaks, contributing to a 46% growth in YOY sales2. It seems a no-brainer to meet people when and where brands are most relevant to them – especially if they can do so in creative ways, as Kleenex shows is possible.


現今已有這麼多的數據資料及其應用,慢慢地數據資料被冠上扼殺創造力之嫌。然而,數據不會扼殺創造力,扼殺創造力的是人。數據資料帶來了什麼呢?它們正將市場研究推向新的發展方向,我們的Tech Tracker顯示現在有百分之九十的英國成年人正在使用網路,其中超過四分之三是透過行動裝置上網。有百分之七十的人擁有智慧型手機,年輕人的比例更高。而成功地利用數據資料來發展品牌的例子也不在少數。例如,舒潔面紙利用Google的數據資料向那些身於流感爆發區域的網路使用者投放廣告,成果顯示,相較前一年同期成長了46%銷售。這樣的方式可以滿足品牌,以最相關的時間與地點去觸及目標消費者,似乎不需要透過絞盡腦汁的創意,就可以輕鬆地達到銷售成長。但真的是這樣嗎?

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