It’s a way
of forcing your mind to go beyond reportage
thinking used to be incorporated into research
presentation charts as an output. The research findings would typically be in the top part of
extension of ‘So what?’ thinking is to put the conclusion in the headline. So
a busy executive looking through the presentation on a screen can just read the
headlines, the bottom line - now at the top.
Can you spot
the flaw in this process?
is that the researcher might leave out the more interesting implications. We may sacrifice quality and texture in the drive for answers and simplicity.
The researcher is now serving up 'convenience food' instead of a gourmet meal where you can taste the individual
The risk is that the client pays lip service to ‘consulting the consumer’ instead of actually listening and taking the feedback into account.
is also the name of one of the most famous jazz tracks ever recorded on the ‘Kind of
Blue’ album by Miles Davis. It’s brilliant
I know what you’re thinking: ‘So What?’