The first necessary ingredient for insight is to fully understand the context surrounding the business issue, the research objectives, and the survey questions. Anything we do to get a full 360-degree perspective of the client's burning questions. What's the view from marketing? Operations? Sales? Channel?
Context is Everything. An old adage that's highly relevent to what we do. This recent Washington Post study is an excellent reminder of how context matters:
Can one of the nation's great musicians cut through the fog of a D.C. rush hour? Let's find out.
Data, charts, numbers out of context mean nothing. The best analysis with the coolest chart standing out of context will be ignored, much like Joshua Bell was ignored. If the world's best musician can't cut through the fog of everyone's daily routine, than one hundred pages of bar charts certainly won't.
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