Primary research involves collecting original information to use or share with others, while secondary research uses information from external sources. Qualitative research asks targeted questions to audiences, and quantitative research relies on numerical data from responses. It is important to conduct research before creating media products to learn from similar successful works and ensure effective planning. Research carried out for AS and A2 covered genres, characters, audiences, conventions, legal guidelines, locations, techniques and openings. The most useful form of research was analyzing similar texts to understand audience preferences. Digital media could have been used more in research, such as PowerPoint, to make information stand out. Being creative in media involves using imagination to develop new ideas or build on existing works; the A2 portfolio was