The death of the debrief: If empathy is at the heart of good research practice, why are we still presenting insights in PowerPoint?

Alice King, Andrew Therkelsen and Chris Moschos

Over the past few decades, the research industry has evolved rapidly from data production to a story-telling and insights distribution and content provider, fuelled by client demand for insight delivered in such a powerful way that it compels stakeholders to action.

Introduction

Over the past few decades, the research industry has evolved rapidly from data production to a story-telling and insights distribution and content provider. Such a metamorphosis has been fuelled by client demand for insight delivered in such a powerful way that it compels stakeholders to action. Researchers have fine tuned and honed their story telling skills in the process, taking clients on ever more sophisticated journeys that immerse them in the human, cultural and consumer context.

However, our format of insight delivery has remained stubbornly predictable. PowerPoint presentations still reign supreme.

In this paper we explore a new form...

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