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YIKES!!!
Have you ever sat through a research presentation and
prayed that the next slide will be the last one?
The KL position is based on the KISS philosophy. We
strongly believe in the importance of visuals (that
whole 1,000 word thing) to quickly communicate
insight.
YOU MAY ASK:
What's the big deal about communicating the findings?
I'm paid to conduct good research, not to put on a dog &
pony show.
An anecdotal story will help
express the KL view.
Two friends are walking through the woods when
suddenly an angry bear charges at them. One fellow
quickly takes off his hiking boots and puts on his
running sneakers. The other fellow asks "Why are you
doing that, the bear can still outrun you?". His
friend's response was terse, "I don't have to outrun the
bear, I only have to outrun you."
The same is true for research professionals. When
times get tough and the bear is running through the
office, you will survive by showcasing the value of your
work. You will be too important (in a sense, outrunning
your poor co-workers who are at this moment being torn
apart).
There's no coincidence that the noun in KL is
"communications" and not research. That reflects the
importance KL places on communicating insight.
Conducting valid marketing research requires a core
competency in qualitative and quantitative research
disciplines.
Communicating the insight so that your firm takes the
right action (outruns the bear while its competitors are
ripped apart) is an art form.
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