When you do a qualitative research study, you get close to the people you're researching. You start to understand them, you start to really care about them. Interviewing someone is actually a very intimate experience. As you develop your report, you can really see how your client could be helping them. You get excited about the potential.
And then, you deliver your debrief. Maybe you simply email a PowerPoint, or you give an in-person presentation. For most researchers, that's the end. I encourage us to see this moment as the beginning. Because all the those great findings are now the input into a socialization and integration journey — the actual journey where real change starts to happen.
When you care about a project, you want to know what happened to the insights you shared in your debrief. You'll wonder and hope your client was able to integrate the thinking, to find new ways to serve. But without a structure, it's difficult to facilitate that process and stay part of the dialogue. Often, researchers simply move on to the next thing.
It's great to see more research consultancies offering Insights Activation workshops. Yet, as a learning experience designer, I see that change needs time to unfold. No matter how well a workshop is designed, most teams will also need a structured period of activation following that — a few weeks during which they are facilitated to have the many conversations that help them wrestle with findings and implications together.
To address this need that I've heard from so many insights colleagues, I've drawn on my work as a peer-to-peer learning facilitator to create the Insights Activation Journey. Please let me know if you'd like to integrate this journey into your next project. I'd love to work with you to bring it into being.