"Throw the boring and always the same ideas into the wastepaper basket".
Creatives sometimes cultivate their prejudices against market research, which supposedly sets them limits and "shoots down" the best ideas. Thomas Hoch (Head of NeedScope & Brand Strategy at Bonsai) and Walter Freese (Director Business Development at Interrogare) thoroughly dispel this prejudice in the New Business Podcast - and talk about how market research supports creatives.
In the New Business Podcast, consultant Heiko Burrack interviews agency managers and marketing decision-makers in companies about industry topics - new business and customer relations. After Götz Ulmer (McCann) and Fabian Frese (Kolle Rebbe) spoke in one of the last podcast episodes about their tense relationship with market research - Walter Freese and Thomas Hoch now contradicted them:
Because: Market researchers love and encourage creative ideas. Thomas Hoch demands, certainly in the spirit of the creatives: "Throw the boring and always the same ideas straight into the wastepaper basket". They are not well received by creatives or consumers.
More on the question of how creation and research can ideally complement each other: