Research is a Conversation

May 2011

This was a topic of conversation in itself amongst colleagues recently.

Yes, we talk with people (aka respondents, consumers, customers etc) all the time. We elicit all manner of insights and ideas. And we take these back to our clients in the form of presentations, reports etc.

But this conversation should not stop at our clients door. The most difficult part of the process is integrating these ideas within the clients business. And this is often where the process falls over.

Research really does pay for itself when it is fully utilised within the business. Researchers have much to contribute in terms of helping a client to work with this new knowledge and help ‘embed’ it into the companys’ operations and psyche.

This is why we introduced the post-presentation workshop, where the research implications are discussed and mulled over from different viewpoints within the business, and next steps discussed. It puts the new knowledge to work. It makes a difference.