In agency life there is a spectrum of projects that range from all-research on one end to all-creative on the other. I could never sell Steve Jobs research. He didn’t want to hear about it. And it was the same with Steven Spielberg. Both men had gut feelings about what they wanted. And all the research in the world wasn’t going to change that.
Now, if you’re working with visionaries of their caliber, you might be able to proceed with huge costly projects based on their gut feeling.
But that’s not the reality for most of us. The question is, then, when should you use research, and how much research should you do?
Research is expensive. It adds cost and takes time, but it also reduces risk. So it’s important to understand how to allocate your research budget to different types of projects.