Want to appreciate the research industry? Attend an event OUTSIDE our industry.
I’m just heading back from a speaking event in Orlando, where I presented to the PDMA annual conference. This is the annual gathering of Product Development and Management professionals – the folks who are responsible for creating all the new products and services we all use every single day. I was asked to present on our Disruption framework and how we leverage consumer insights to help drive new product innovation.
By the second or third presentation, I was absolutely beaming with pride; pretty much every single session referenced the importance of insights, how vital it is to include the voice of the customer, or how heavily they relied on their research partners to provide an unbiased viewpoint of the consumers’ unmet needs.
I think it’s easy to forget the value of our work, as so much of it disappears beyond our view into the corporate machines that utilize our research; as researchers, we often don’t see the fruits of our labors. As I board my plane back home, I’m energized after seeing just how vital our work is to those on the other side of the Powerpoint presentation.