At some point early this century, market research gave itself a do-over and we re-named our business ‘Insight’.
This reflected the ambition to switch from being stuffy, boring and on the margins of business, to being right at the heart of commercial life. As researchers, we wanted to help businesses really ‘get’ their customers – because having insight about how people truly think and behave must surely lead to better business decisions…
Since that time many researchers have transformed their research methods. Offering new approaches like Co Creation, Mobile Ethnography, techniques grounded in Behavioural Economics and Design Thinking.
We’ve tried too, to make our outputs more compelling: better visuals in our slide decks, much more emphasis on multi-media presentations, shorter punchier debriefs.
The end point of our projects is so often the formal debrief. Where we-the-researcher present to the audience you-the-client.
That’s a problem. Research findings end up being delivered not with a bang, but a whimper. It feels like the opposite of Insight.