Blaise Pascal once said “I have made this letter longer than usual, only because I have not had time to make it shorter .” It is much harder to write something that is succinct than a long and rambling communiqué. The same can be said for insights. After all, as CX and insights professionals we are in the business of delivering and acting on information, not a slinger of unexamined data and tabs.

Will people like my new product idea? What do customers like or dislike about their current experience? How can I improve on my existing product? These are all great questions, which are hard to come by through secondary research. In my previous article, I discussed cheap and inexpensive ways to conduct secondary research (research that someone has already collected for you).