Getting intimate with our world: Increasing our value by increasing our awareness quotient

The article argues that researchers could give their clients much more valuable advice if they could combine specific study findings with insights and knowledge obtained in other ways.

Getting intimate with our world: Increasing our value by increasing our awareness quotient

Keren SolomonIntuit, United States


Researchers rely on data. The data may be quantitative or qualitative, but it is almost always provided by the people we are studying. Our research participants tell us how they feel about specific products, how they behave in certain situations, and what they think about the brands they encounter every day. We capture what the participants say and do, and we analyze it. We then present our “findings and recommendations” to our clients in the manner of dispassionate scientists, talking about...

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