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TNS Launches European Panel of Creative Minds
TNS has worked with academics to develop a panel of 'intuitive and analytic' thinkers, to provide creative input into new product development research. Creative Minds is the second sub-panel of the company's '6thdimension' access panel, following the Sports sub-panel launched last month.
Working with Lex Higgins, Director of the Center for Research on Creativity and Innovation at the University of Colorado, and Professor Clive Nancarrow from Bristol Business School, TNS has developed a classification of different personality types. The panel is made up of Intuitive Creatives (those who like unstructured tasks) and Analytic Creatives (those who prefer to work through tasks in a step-by-step process). The research shows that these personality types generate an average of 41% more ideas than the remaining 75% of the population, known as the Moderate group.
Higgins explains: 'Both intuitive and analytic minds are able to generate a large number of creative ideas: a process vital to new product development'. He believes the development of a specialist panel 'offers clients a way to harness this creativity through systematic identification, evaluation and recruiting of participants'.
Martin Oxley, MD, TNS European Access Panel, says the new panel 'pushes the boundaries of research'. Rather than simply replicating offline techniques, he says it shows that online panels can be used for studies that would not be possible offline. Higgins agrees, stating that a group of this nature 'would typically take academic researchers weeks or even months to recruit.'
The 6thdimension European access panel comprises 500,000 people across France, Germany, Italy, The Netherlands, Spain and the UK. The panel also operates in six countries across Asia, and is due to be rolled out to China and Japan (www.mrweb.com/drno/news4612.htm ).
TNS is online at www.tns-global.com
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