News
DCA talks to Marketing Week about specifications and the creative process
DCA’s Research skill leaders, Dan Jenkins and Charles Drury, appear in Marketing Week’s “Design Opinions” to discuss the limitations that a specification can place on the creative process.
The article covers the strength and limitations of a design specification and discusses how research tools can be used to actively question why individual requirements are needed and the impact they have on performance at a systems level.
- Link to Marketing Week Magazine article (pdf)
