Date of Award
Creative Studies, M.S.
International Center for Studies in Creativity
J. Michael Fox
Department Home page
Developing the Creative Groundwork for Building Insight-Provoking Tools
The field of Marketing Research strives to reach its potential as a provider of insights related to consumer attitudes and behaviors. Departments have been renamed and hopes have been raised, but little change in process or deliverables is apparent. As a Marketing Research professional, I see that, generally, members of my profession demonstrate a keen lack of skill definition and training around practices that lead to insight. My Master’s Project lays the groundwork for me to become a change leader as a catalyst for insight skill-building in my field. The project includes the product definition, a competitive assessment, a product plan and a publishing plan.
Evans, Janese, "Developing the Creative Groundwork for Building Insight-Provoking Tools" (2012). Creative Studies Graduate Student Master's Projects. 165.