Uncovering new problems creativity could solve • Using business data, purchase path insight and cultural trends to find new problems we aren't currently tackling • Developing technical skills as a researcher • Writing a research proposal • Qualitative design, logistics and core interviewing skills • Quantitative design and analysis • Crafting a thorough yet succinct research report • Finding a story in data • Understanding how to distill information into truths or insights - e.g., learning the difference between being a cliché and being insightful • Practicing at recognizing whats truly different and/or unrecognized • Learning to edit • Understanding the elements of a good client brief - e.g., goals, objectives, plans, challenges, timing, budget, etc. • Key clients to talk to • Understanding the elements of a good creative brief - e.g., taking all the above and turning it into a clear plan/set of directions around a simple and inspiring idea • Practicing writing a few or retro-writing a few for past campaigns • Understanding how to inspire - e.g., identifying an idea, bringing an idea to life, creating the language to make it compelling and interesting, making it provocative • Understanding the development of creative work - e.g., making work better, evaluating work, giving feedback and assistance to the creative department, getting stuck and unstuck, letting go and getting out of the way • Understanding how to evaluate creative work in the market - e.g., tracking, analytics, sales, and the connections between all three.