Rigorous Analysis Builds Trust in Research Insights (Full Transcript)

[00:00:00] Speaker 1: So, how do we deliver on igniting insights. Well, it really has to do with how well we do our job in terms of summarizing analyzing and synthesizing qualitative data. So, somebody who is reading our report or receiving our research during a presentation. They have to feel confident that we did a thorough and objective job, summarizing the data, and then drawing the higher level analysis and synthesis out of it. If they feel that we did not do a good job of summarizing the data, if they feel that we were perhaps hasty biased. If they feel that we really haven't used the data that we actually collected and rely too much on our personal recall of observing the research events, then they're not going to be confident.