With reference to Creatives, operating as companies, departments within larger organisations or individuals, and who produce interactive products for Web & Internet, Interactive Television, Computer Games or Offline Multimedia.

The main trends and assumptions can be summarised as follows:
The industry has a requirement for a broad range of specialist as well as general skills and functional flexibility;
New entrants and many graduates are not fully equipped to meet the needs of the industry;
Post-entry skills acquisition is primarily through self-directed learning, coaching and mentoring;
Experience is often valued more than vocational qualifications, though most practitioners have degrees;
There are shortages of experienced practitioners with the right combinations of skills, including management, business development, and leadership;
Many individuals have gaps in their general life, work and business skills;
Traditional 'training solutions' are unlikely to work - flexibility and modularity are key at all levels;
At the company level there are gaps in business, project and production management skills, company development, client management, sales and marketing and commercial awareness within an international context;
As well as generic skill gaps there are potential gaps in drawing, diagramming and creative art skills, as well as creative and specialised or technical writing skills.