Research has a role to play in creative development. Copywriters should not rely solely on account teams to give them the information the need about the product, consumer, and context. Ultimately, they are responsible to do enough research to move their work beyond the obvious.

1. Creativity and Copywriting
Lecture 2

2. LECTURE
BREAKDOWN
Creative
Thinking
Ad Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 2
Lecture
(Part 1)
Creative
Thinking
Wrap-Up

3. On some basis show, then define, how one word is the odd man out.1
You can not use the physical nature of the words.2
Sole. Rhinoceros. Anchor. Sponge.3
You have 5 minutes to write down your thoughts.4
“Odd Man Out”
Lynn CS4029 Lecture 1
Creative Thinking

4. LECTURE
BREAKDOWN
Creative
Thinking
Team Ad
Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 2
Lecture
(Part 1)
Ad Review
Wrap-Up

5. Questions to consider:
Do you like the ads? Why?
What adjectives best describe the mood of the ad(s)? How does the ad
convey this mood?
Who do you believe the ad is speaking to? Why do you feel that this is the
target audience?
What is the relationship between the picture and the words? Define the
specific role of the copy.
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What would you do different?
Ad Review

6. Lynn CS4029 Lecture 2
Ad Review

7. LECTURE
BREAKDOWN
Creative
Thinking Ad Review
Commercial
Break
Lecture
(Part 2)
Lynn CS4029 Lecture 2
Lecture
(part 1)
Wrap-Up
Lecture
(Part 1)

8. Lecture 3: Research
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9. Lynn CS4029 Lecture 2
Research

10. Creativity
Flickr user European Space Agency
What? Who? Where? When?
Research
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11. Lynn CS4029 Lecture 2
Research: Product
What are you selling?

12. Order it!
Watch it!
Fly it!
Try it!
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Research: Product

14. Research: Product
Sometimes,
through others.

16. Example Questions:
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What makes the product great?1
How has the product been advertised in the past?2
Why, when and how did the product come about? What
values were true then and, are still true today?
3
Research: Product

17. Lynn CS4029 Lecture 2
Research: People
Who are you
selling to?

18. Lynn CS4029 Lecture 2
Research: People
Who do you
think these ads
are talking to?

19. Be Specific
Flickr user Kristina Alexanderson
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Research: People

20. Lynn CS4029 Lecture 2
Demographics Psychographics
Personas Needs
Research: People
Behavior VALs

21. Demographic (outside)
Physical attributes like gender, age,
geography, income, occupation and
education, race, religion, family status
Psychographic (inside)
Independent
Strong
Unforgiving
High born
Attitudes, opinions, habits, social
class, lifestyle, personality traits
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Research: People
N
Female
Single
Early 20s
From the North

22. Lynn CS4029 Lecture 2
Consumer
Girl without a Name
Person
“Arya rejects the notion that she must become a lady and marry for influence and
power, instead she believes she can forge her own destiny. She is fascinated by
warfare and training in the use of arms, and is bored by embroidery and other
"lady-like" pursuits.”
- Wikipedia
Arya Stark
Research: People

23. Lynn CS4029 Lecture 2
Demographics Psychographics
Personas Needs
Research: People
Behavior VALS

24. Lynn CS4029 Lecture 2
Self-
actualization:
achieving one’s
fullpotential,including
creative activities
Esteem needs: prestige and
feeling of accomplishment
Belongingness and love needs:
intimate relationships, friends
Safety needs:
security, safety
Physiological needs: food,
water, warmth, rest
PSYCHOLOGICAL
PSYCHOLOGiCAL
Life Coach, Charitable Organizations
Luxury Goods
Clubs & Services
Insurance & Car seats
Food & Beverages
Research: People: Needs

25. Lynn CS4029 Lecture 2
SEXUALITY
Need to establish and
develop sexual identity
and satisfaction
Research: People: Needs

26. Lynn CS4029 Lecture 2
SECURITY
Need to be free from fear
Research: People: Needs

27. AFFILIATION
Need to be closely
associated with others
Research: People: Needs
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28. Lynn CS4029 Lecture 2
NURTURANCE
Need to provide care for
others
Research: People: Needs

29. Lynn CS4029 Lecture 2
Research: People: Needs
INDEPENDENCE
Need to be autonomous

30. Lynn CS4029 Lecture 2
RECOGNITION
Need to be highly regarded
by others
EXHIBITION
Need to gain public attention,
be noticed
Research: People: Needs

31. Lynn CS4029 Lecture 2
DOMINANCE
Need to exercise power
over others or things
Research: People: Needs

32. Lynn CS4029 Lecture 2
ACHIEVEMENT
Need to exercise one’s
skills
Research: People: Needs

33. Lynn CS4029 Lecture 2
UNDERSTANDING
Need to comprehend,
make connections
Research: People: Needs

34. Lynn CS4029 Lecture 2
NOVELTY
Need to alter route,
experience the new
DIVERSION
Need to relax, have fun, escape
STIMULATION
Need to stimulate the mind
and body
Research: People: Needs

35. Lynn CS4029 Lecture 2
What kind of people will be the most receptive to our message?1
What do they currently feel about my brand/product? How do they
talk about it to their friends?
2
What are the relevant needs I can fulfil?3
Research: People
Example Questions:

36. Understand the bigger picture
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Research: Context
Where/when are you selling it?

37. Competition
Research: Context
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38. Research: Context
Cultural Beliefs
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39. Research: Context
Wearable tech
Mobile optimisation
Visual dominance
…
Trends
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40. Current Events
Weather
Olympics
Back to School
…
Research: Context
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41. What is the most relevant trend to my product?1
What are the external triggers that can motivate purchase of my
product?
2
Are there any cultural barriers or opportunities to consider
about the usage of my product?
3
Research: Context
Example Questions:
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42. LECTURE
BREAKDOWN
Creative
Thinking
Ad Review
Commercial
Break
Lecture
(Part 2)
Lecture
(Part 1)
Commercial
Break
Wrap-Up
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43. Commercial Break
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44. LECTURE
BREAKDOWN
Creative
Thinking
Ad Review
Commercial
Break
Lecture
(part 2)
Lecture
(Part 1)
Lecture
(Part 2) Wrap-Up
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45. Creativity
Flickr user European Space Agency
Who? What? Where? When?
BUT….How?
Research
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46. Research: Tools
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Desk Research
Anything you can do with
a connected device and a
search bar…

47. Research: Tools
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Social Listening
Crawl the social web to
analyze conversations

48. Research: Tools
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Interviews
A 1-1 conversation to
garner depth of
understanding of feelings

49. Research: Tools
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Oberservation
Stand on the fringe of
people in their natural
settings and…observe

50. Research: Tools
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Surveys
Structured for systematic
processing, quantitative

51. Research: Tools
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Digital Anthropology
Research consumers’
online behavior

52. LECTURE
BREAKDOWN
Creative
Thinking
Ad Review
Commercial
Break
Lecture
(Part 2)
Lecture
(Part 1)
ClosingWrap-Up
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53. Creativity
“Research more than you could possibly need on each
particular subject. Why? Because if you research only
accordingly to preconceived ideas about what you will
finish up with, your end product will be constrained by
the limits of your own conformity.”
- Pete Barry
Closing
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54. Creativity
Research to move your work
beyond the obvious.
Closing
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55. Creativity
Flickr user European Space Agency
Who? What? Where? When? Why?
Closing
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56. Keep it real.
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