Creativity versus Counting

Martyn Perks is a design consultant with cScape Ltd. Outside of work he regularly writes and speaks about design, innovation and technology.

"Small changes have a big effect” seems to be a mantra for our times. Economic uncertainty is putting even more pressure on website owners to perfect their skills. Creativity is likely to suffer when it has little measurable impact on the bottom line. Instead, customer behaviour analysis continues to dominate how businesses perform. But data paralysis is likely and will inhibit bold decision making. A convergence around the same kinds of analysis will ultimately mean a convergence around the same outcomes–diminishing any potential margins. What customers have done is no assurance on what they are likely to do. Instead, the reliance on customer behaviour analysis is a sure sign of a paralysis of creative thinking. This talk will explore why this is happening and argue that to buck the trend and innovate is going to be more important than perpetuating the statistics.

Martin will also be chairing a debate on Western attitudes toward innovation in the emerging economies “A Brave New World” at this year’s Battle of Ideas festival, 1st and 2nd November at the Royal College of Arts, London. Other digital-related highlights (amongst many other debates) include an exhibition and talk by RCA graduates on “Biomedical and biotechnology futures” and a debate “Caught in the Web” looking at internet censorship and regulation.

Find out more about Martyn Perks.

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There is no charge for UPA members only.

For non-members the cost is £10, and for student non-members £5 - payable at the door (hence the event appearing 'free' above!)

UK UPA Events Page