Jim recently attended a conference where a speaker was touting his support of social media use in the qualitative research industry. The research buyer stated that he and others were backing off of social media. We blogged about that on QualBlog and received some Twitter attention that was, how should we say…..less than supportive. So we asked the question, “Can you name one decision that has been made primarily using social media?” It was so quiet, you could have heard crickets.
Like I wrote in a blog post last August, one of the biggest challenges in our industry deals with how to best demonstrate return-on-investment to clients. We all know it doesn’t matter how much high-quality research you perform if you can’t prove the worth, but this pressure often ends up producing a large amount of (sometimes unnecessary) charts, graphs and presentations that jumble the true substance of our findings.