Have you seen the article / video of the Research Magazine interview with VW Group’s Economic and Insight Manager, Steve Gatt? He warns of a “downward spiral of unusable findings” and calls for more inspiring debriefs: “I do not want a 70 or 80 page report, what I want is the shortest report possible that’s got the ideas or insights that will move this business forward. That could be 20 pages, it could be 15 pages and actually we’re down now to 3 as a summary”.
This was heralded by the editor as an article that would leave research agencies “somewhat put out”. I don’t get it, what’s not to like? If you’re ‘put out’ by the idea of having to take the time to distil your research, sort the wheat from the chaff and find the true insight, then time to think about an alternative career.