At Odds with Each Other: Creativity and Data

In the modern era, where data analysis has become an essential tool for making sense of vast amounts of information, the advertising industry faces a complex challenge. Borrowed from scientific thinking, data analysis allows us to look at large sample sizes and find trends, patterns, and commonalities. Without some sort of objectivity, it becomes difficult to make sense of the pool of captured behaviors, or in other words, the data points. Yet, this approach requires us, as humans, to detach ourselves from the subjectivity of each individual data point within the sample size. We apply broad strokes across it in an attempt to find commonalities between each of them, not nuances.

But what happens to the nuances? Human insights live in these subtle differences. While these differences may not help in scaling a commercial initiative, they provide insights into our human nature. Human truths derive from these "unspoken" data points. That's why it's so hard to create work that emotionally resonates with people. In today's data-driven world, we are optimizing our initiatives for commercial success, which is often at odds with human behavior. Yet, the most beautiful works of art, award-winning campaigns, and books are ones that sprout from this space.

When you look at the greatest works of art in history—from Michelangelo’s Pietà and Shakespeare’s Othello, to Dostoevsky’s Crime and Punishment and Beethoven’s Piano Sonatas, no amount of data can explain how these authors came to think of them. These works were a result of intense lived experiences, attentive eyes and ears, and most importantly a deep commitment to understanding human nature.

Yet, for every Crime and Punishment, there are countless of other attempts that fell flat. And that is the inherent tension between business and creativity. While creativity aims to give life to novel and boundary-pushing work, business aims to minimize risk so it can increase its chances of continually growing over time. As Isaiah Berlin described with his concept of value pluralism: values that might be equally correct and fundamental, yet in some instances, may be incompatible with one another.

Just look at 3 recent examples of how data analysis and creative thinking were at odds with each other:

• Netflix's Algorithm vs. Creative Programming: Netflix's recommendation algorithm is designed to suggest shows and movies based on user behavior and preferences. While this data-driven approach has been successful in keeping viewers engaged, it has also been criticized for stifling creativity and originality in programming. Some filmmakers and creators argue that relying solely on data can lead to a homogenization of content, where only proven formulas are pursued.

• Coca-Cola's "New Coke": In the mid-1980s, Coca-Cola introduced "New Coke" based on extensive market research and taste tests that pointed to a preference for a sweeter taste. The data seemed clear, but the company underestimated the emotional attachment consumers had to the original formula. Intuition about brand loyalty and cultural significance might have predicted the backlash that followed, showing that human insight can uncover truths that data might miss.

• Apple's iPhone: When Apple was developing the iPhone, many market analyses and competitor trends pointed towards more complex devices with numerous features and buttons. Steve Jobs, however, followed his intuition about simplicity and user experience. He pushed for a design that was counter to what the data suggested, leading to a product that revolutionized the industry.

Intuition is where great artists, marketers, and creatives truly differentiate themselves. While data can serve as a starting point to locate oneself in the "maps of meaning," intuition is what will determine how effectively and how deeply you'll be able to navigate into this territory. Intuition is often described as a gut feeling or an instinctive understanding that comes without conscious reasoning. It's a form of knowledge that seems to bypass logical analysis, drawing instead from experience, subconscious patterns, and sometimes even innate human insight.

Building solid intuition requires a blend of experience, reflection, and openness to subconscious insights. It's about nurturing a connection between the conscious and subconscious mind, allowing for a flow of understanding that isn't always rooted in logical analysis. Reading widely, engaging with various perspectives, and practicing empathy are major contributors to honing intuition. So, while data will elevate those without a formed base of intuition to greater heights than ever possible, these folks are quick to hit a ceiling. Because data, by its very nature, homogenizes nuance. Differentiation is one step further from that. Those who create truly outstanding work are the ones able to look at the data to validate their intuitions. But the data serves more of a compass as opposed to a roadmap. More of a gut check, than a truth finder.

Detailed market research, analytics, and strategic planning are imperative to minimize risk. That is the true purpose of data analysis in the creative profession. Business is all about risk assessment—while it cannot live without creativity, creativity cannot live without business. These are two opposing forces that enable each to flourish at scale. Just think about this example: how could have data uncovered the insight that led to one of Kruger's most successful campaigns “Love is Messy”, which sits on the fundamental human truth that love is the most human thing there is? There is no data that points us in this direction; this is an amalgamation of experiences in the human brain, capable of processing and forming connections by tapping into billions of mental signals that no machine could ever do. This insight sounds so simple, yet a spreadsheet could never uncover it.

And while data can often serve as a way to validate these intuitive insights, testing ads or ideas can sometimes lead to a homogenization of creativity, as people may feel uncomfortable with new and unproven concepts (such as using snot to showcase the role Kruger products play in our lives). However, it's the novel ideas that often push the boundaries of creativity, resonating with audiences in unexpected ways. Data analysis and research are essential tools in modern decision-making, providing evidence-based insights. However, an overreliance on data can stifle creativity and human understanding. In the advertising industry this tension is well recognized—balancing data with intuition and human understanding is key. While data provides valuable insights, it doesn't always capture the nuances of human emotion, desire, and cultural context. Embracing a philosophy that values both analytical thinking and intuitive understanding can lead to more resonant and innovative solutions.

And so, the dance between data and intuition is a delicate one. It requires a nuanced understanding of both the power and limitations of data analysis, as well as a deep appreciation for the human insights that live in the nuances. In a world that is driven by numbers and algorithms, the unquantifiable essence of humanity that resides in the spaces between data points is what will continue to give life to meaningful work. It's in these spaces that true creativity flourishes, and where the art of advertising finds its soul.

PPA