For me, research needs to be actionable. It needs to tackle a business problem head on and be used to help in a very real way. I want our clients, whether it’s the CEO or the insight team, to be able to pick up a Brand Vista debrief and know exactly what that means in a very practical way for the business. I want it to lead to action! 5 years ago I left IPOS MORI and research agency life behind. Research in a strategic consultancy, whilst in no way less robust, is infinitely more strategic (funnily enough…). Our research needs to hit straight to the root of the problem and directly feeds into our client’s decision making – because of this it’s often required to answer some tricky questions. Tricky questions can often mean tricky research!