ABSTRACT
This study examines the optimal levels and timing of support for research, development, and innovation (R,D&I) in the creative industries. The research analyses 68 projects funded by the Clwstwr programme, using a longitudinal method to trace satisfaction and success throughout the R&D journey. The analysis reveals that funding alone is unlikely to be effective: projects clearly benefited from the support mechanisms provided by Clwstwr. Additionally, timing is crucial: early milestones enhance satisfaction and perceived control, but milestones achieved too early or too late can negatively impact long-term success. The findings advocate for ‘smart support’ strategies that provide critical guidance without fostering dependency. Future funding programmes should prioritise medium-term innovation potential and inclusivity, ensuring diverse and equitable support across the creative industries. Long-term sustainability of funded projects is essential, with pathways for ongoing support and financial independence. This study contributes to evidence-based guidelines for public funding practices and policies, enhancing the innovation ecosystem in the creative industries.
