Point of View: Don't ask questions

Stan Sthanunanthan

The rapidly changing environment is driving the research industry to rely less and less on traditional approaches that ask questions to get answers and there is a number of forces that will accelerate this shift in the industry.

Point of View: Don't ask questions

Stan SthanunanthanThe Coca-Cola Company

Imagine a world in which insights are generated without asking questions of people. Can this ever become a reality? Whether we like it or not, the rapidly changing environment is going to drive the industry to rely less and less on traditional approaches that rely on asking questions and getting answers. There are quite a few forces that will accelerate this seismic shift in the industry.

The first force is Time Poverty. People are coming under increasing pressure to pack a lot more into one day. Downtime is becoming...

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