The agenda for Stream Africa 2017 is in your hands. There are six session times a day, hosted in nine different meeting spaces. Each session runs for 1 hour (give or take) and all sessions are led by you, the Stream participants. Here's how it works:

  1. Before Stream - Share your idea - Create a New Discussion by clicking on the blue ‘add idea’ button on the left of this page
  2. Before Stream - Invite others to join you - you can see the participants list at the Participants page.
  3. At Stream - Book a slot - when you arrive on site, write your discussion on the Big Boards

The Stream team is on hand to help. Please get in touch if you'd like to talk an idea through before posting, or would like help finding some co-hosts.


Lara Ibirogba

FBN Merchant Bank

Does research help or hinder finding fresh ideas for ad campaigns

We've conducted the research, we've crunched the numbers, we've done the analysis and now we have the clear solution, or at least we think we do. The planner is happy, but the challenger is perhaps a little uninspired. Do we have to believe every single statistic? Can we spin the narrative? Should we ignore the results completely and follow our gut? The point is that research is important but to what extent does it really assist in finding fresh ideas for ad campaigns. The discussion will focus on this. Discussion points: a. How important is research in determining the creative route to go when developing ad campaigns? b. What kind of research is most useful in developing ideas? Qualitative? Quantitative? or a combination of both? c. Who should be conducting our research? Sales team? The creative agency? the strategy team? a research agency? d. What harm can research possibly do?

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