Consequently, cross functional teams are becoming a standard fixture to expedite the development process. These are terrific changes, making information management even better and more efficient. But we contend that the catalyst behind these new practices can be applied to the debriefing, as well. Re-think how you spend that capsule of time between the end of the data collection and the moderator s report. To us and our clients, an organized , post-research convergence process is not a luxury anymore, but a critical qualitative research component.
More heads are better than one .
Not only does a rigorous, post-research convergence effort better suit the timeline of rapid product development, but it removes the burden of distilling, prioritizing, and applying the research findings from the shoulders of a single analyst. It leverages each team members unique perspective of the outcome. It keeps that valuable cross-functional team involved in the decision making and next steps. An expedited development cycle because there is agreement on the marketing objective and the path to get there. Team involvement translates into momentum to make it happen.