In the age of technology, we sometimes forget where our information comes from. Finding answers to a question on the Internet isn’t the same as looking it up in an encyclopedia. With a hefty encyclopedia volume, you can almost picture someone doing the research and writing down the facts. Often we take it for granted that the information we find online is simply there – the author removed from the equation.

The same goes for reports and presentations. Because we often need details summarized quickly and efficiently, we tend to overlook the time spent weaving it all together to create a concise picture of the situation.

While I work for a market research firm, I am not involved in the day to day work it takes to create, implement, and present a study. Recently I was asked to write a piece on a quantitative study we had finished and was sent some files to review. I opened the first Excel file and my jaw dropped. Page after page of the document was filled with letters and numbers corresponding to a single question. I called over a colleague to help me look at the raw data. As his eyes moved quickly over the rows and columns he immediately saw a story amidst the chaos. He pointed out the key respondents and important percentages and explained why the numbers were expected or out of the ordinary.

Qualitative studies can be just as messy. Respondents may be able to tell the researcher in words what they think, but when put together the researcher has a cacophony of opinions to sort through that have all used different words to articulate what they mean.

Here at The Pert Group, data we receive from our studies is examined, analyzed, and summarized by a team of experts before a report is even written. Key points are identified and pulled out of a large body of information that is all significant, but would be too overwhelming in its entirety to present to a client. Our Client Service team builds a narrative from the ground up by making vital connections from number to number – they are able to make data mean something to the client – they are able to tell a story. From numbers in a spreadsheet, the information is  presented in a way where action can be taken to advance the brand.

So the next time you sit in a presentation, I encourage you to think about the origins of the story. How many pieces of raw data did it take to come up with the solution to your problem? Who is the author that made the associations within the figures to help your company succeed? And how were they able to bring it all to life so that you could take the necessary steps to move forward?

Just as we apply a holistic process to guide clients through the lifecycle of their business and brands, The Pert Group also uses a holistic approach internally to successfully navigate through projects, no matter how large or small. Our experts work together to transform data into actionable insights you can use to move your business forward. How can we help you understand your company’s story and move towards a happily ever after?

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3. Market Research Data and Insights Are Not One and The Same
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5. When It Comes to Market Research Insights – Use It, Don’t Lose It