Date of Award
8-2012
Access Control
Open Access
Degree Name
Creative Studies, M.S.
Department
International Center for Studies in Creativity
Advisor
J. Michael Fox
Department Home page
http://creativity.buffalostate.edu/
First Reader
Susan Keller-Mathers
Abstract
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.
Recommended Citation
Evans, Janese, "Developing the Creative Groundwork for Building Insight-Provoking Tools" (2012). Creativity and Change Leadership Graduate Student Master's Projects. 165.
https://digitalcommons.buffalostate.edu/creativeprojects/165
