No more death by research debrief: innovative ways to convert insights into action

Anette Bendzko and Amy Ricketts

Research presentations often overwhelm audiences with endless slides and charts. This debrief phase is arguably the most important part of the research process, but until research has been used to motivate actions or improve decisions, the project has not succeeded.

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...

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