No more death by research debrief: innovative ways to convert insights into action
Anette BendzkoGfK Global Custom Research, Germany
Amy RickettsConsumer Insights & Intelligence Group, Motorola, United States
INTRODUCTION
In the end, the research debrief, which in this context includes 'insights delivery' and 'insights put into action' is what an organization receives in return for its investment. Excellence in research design, methods, execution, and analytics are essential to yielding true 'insights', but the effective delivery and communication of these insights are also crucial to the success of a study. Moreover, until research has been used to influence a...