Date of Award


Access Control

Open Access

Degree Name

Creative Studies, M.S.


International Center for Studies in Creativity


J. Michael Fox

Department Home page

First Reader

Susan Keller-Mathers


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.