Addressing the micro-level challenges of research, development and innovation: The case of Welsh creative MSMEsOA

Micro,small and medium enterprises(MSMEs)account for most Welsh creative industries(CIs),positioning them as the main contributors to the sector''s development.Despite the documented progress of the industry,there continue to be barriers hampering the engagement of MSMEs in research,development,and innovation(RD&I):the key drivers of growth.Findings from our direct engagement with Welsh creative MSMEs,policy and creative industry experts have revealed important but less recognised challenges impacting effective participation in RD&I-focused opportunities.We discuss how addressing the‘Behind the Scenes’Barriers,acknowledging why First Impression Matters and offering Beyond Standard RD&I Support could lead to better engagement in the sector.This study presents practical,design-led recommendations that address Welsh creative MSMEs''needs,capabilities,and capacities,which can be applied to improve future RD&I programmes and innovation policies designed for the sector.