Technical vs. Creative? Ridiculous! Quality Requires Both

A session at SXSW Interactive 2011

  • John Davis

Saturday 12th March, 2011

12:30pm to 1:30pm (CST)

All the left v right brain talk is going nowhere. Everything you see that is of high quality contains elements of both technical and creative mastery. We do what's easy and avoid what's hard...and even geeks get data wrong. Artistic measurement is as rare as scientific creativity, but we cannot change the world until we stop avoiding what's hard.

Data-centric evaluation - today centering on ad evaluation - requires a collaboration among psychologists, economists, artists, and craftspeople from many disciplines if we want to rise above the everyday crap we hear in ads. This interdisciplinary approach to evidence-based decisions has been used successfully over 25+ years by Mr. Davis to position messages for Camel Joe, L'eggs hosiery, Coca Cola, politicians, cities and others who need to think critically, using research to learn the trutth, and not just support an idea that is already in motion.

This session will give specific examples of scientific creativity that will leave you embarrased to ever use the technical v. creative mindset again. Evidence based decisions, your mind does it, why can't you?

LEVEL: Intermediate

About the speaker

This person is speaking at this event.
John Davis

Next session in Rio Grande B

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13 attendees

  • Anna Manasova
  • Bruno Alves Mendonça
  • Cristiano Dias
  • domobrien
  • Corey Gehrt
  • Jesse Burkunk
  • kickme444
  • Leslie Ziegler
  • Mo
  • Robbie Whiting
  • Sarah Khan
  • Steve Conover
  • vikramtank

31 trackers

  • Andrea Nordgren
  • Arena Reed
  • Becky Minervino
  • Sean Patrick Henry
  • Brian Truax
  • Keith Chu
  • Chad Keck
  • Dawn Marie B
  • Annette
  • David Wright
  • emisare
  • Gordon Kennedy
  • Jake Przespo
  • James Weiner
  • John Keefe
  • James Stewart
  • Wade Austin
  • kathybabb
  • liangcw
  • Chris Carter
  • Lindi Horton
  • Herman Kuiper
  • Patricia Marinho
  • Pete Hwang
  • Paul Maiorana
  • Ramin Ettehad
  • romyfitz
  • Shelley Cook
  • Stephanie Fletcher
  • Tyler Graf
  • Tyson Evans

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Time 12:30pm1:30pm CST

Date Sat 12th March 2011

Session type

Core Conversation

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