FEATURE26 November 2018

The need for curiosity and creativity

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Features Impact UK

Business needs to establish processes to make curiosity part of people’s jobs, argues Anthony Tasgal in his new book, The Inspiratorium 


Research departments everywhere have been renaming themselves ‘insight’, but the simple act of renaming isn’t enough. We need something more than cosmetic – a radical shift in market research, to root it in creativity and disruption. In this era of information overload, we need to look again at insight, and drag it kicking and screaming into the domain of creativity. 

De-ghettoising insight

Part of the problem lies with business’ desire to keep calm and carry on while reducing marginalising insight. Behind this is the obsession with short-termism: the drive to make the numbers, to be reliant on metrics and KPIs – something I call ‘arithmocracy’. In this suffocatingly defensive system, anything that is seen as too creative (pink, fluffy, daring) is outsourced to people with beards in Shoreditch.

Let’s not be frightened of insight; let’s not shy away from creating the ‘aha’ and ‘eureka’ of ...