In the creative development process, both qualitative and quantitative research is used to help guide, shape and measure potential consumer relevance and receptivity of the brand's messaging. How is each research methodology used in the process; how does each methodology contribute to improving and/or enhancing the creative idea; and, based on your own judgement, which of the two methodologies do you believe is most beneficial to strategic planners, creative teams and clients in developing and evaluating power of a creative idea