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Good insights come to those who wait
Spending time during the research process to ensure actionable results are delivered is something many researchers struggle with.
There never seems to be enough time to really dive deep into the data, follow hypotheses and focus on creative delivery. At Incite we work hard to ensure we spend an equal amount of time, if not more, on these elements, beyond the data gathering.
This works well with traditional research processes where analysis time is built in between stages, but using some of the ‘new’ methodologies makes it harder to build in thinking time. Co-creation, for example, is frequently used as a quick and relatively low-cost solution for generating insight, ideas and innovations all in one speedy go - or at least all in one fast methodology. Our view is that co-creation is great at doing what it says on the tin. But to achieve truly game changing innovation you still need to take a little more time, consideration and patience.
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