Mr. Ian Brannigan:

Yes, that is critical. One of the key issues for WDC is market led, taking the jargon away, speaking to the people who are doing it to find out. In this case, what I said in the presentation was that in Creative Edge and the Whitaker Institute, Ms Pauline White and others have managed to get 550 businesses interacting with us so we can survey them and talk to them. This has been the case since the beginning. When we did the original creative west piece of analysis for the 11,000 jobs, we interviewed 350 organisations, some 200 businesses. That was critical to that research being good. It became more econometric analysis as opposed to just market research.

It is critical to talk to the businesses. There is also an issue where we are trying to work with these people to change the mindset. There has been a slight dependency culture over the years within the creative sector. We are talking about loans and financial instruments which are much broader-based but had to change thinking. There is a service shared learning there. It does not succeed every time but we try to feed back in and especially through NUIG and the Whitaker Institute though having engaged with real businesses. We also have international comparators with Finland, Sweden, Northern Ireland and Scotland. One gets a bit kudos from talking about people overseas and sharing that type of knowledge. I guess that is how we get them to engage but engaging with the business is critical to what we have done.