1. "Sometimes you would get a debrief full of ‘a-ha’ moments that would inspire people to take action, but sometimes you wouldn’t. There is this lack of consistency even when you are using the same agency or similar researchers over a period of time."

    From an interview with Unilever about their qual accreditation process.

    This is very telling, I think - the implication that, whatever the brief, whatever the market, there are always “a-ha moments” to be found. Maybe there aren’t! Maybe you already know all the important stuff!

    Or maybe you just need to change the angle you’re coming at it from. How do you find people who can do that? A three-hour speed-analysis of a focus group doesn’t seem desperately promising.