Are You Bringing the Primary Evidence Along in Your Research?

One of the biggest ways I see things going wrong is when the person who's presenting the research presents all their conclusions without the primary evidence. What you need to do is actually make sure that you're bringing the primary evidence along being the quotations the videos. And then you can see the written words from the customers that led to the conclusion that you made. It also helps bring the stakeholders into the process and make them feel like they can take some sense of ownership over the results of the research. The sort of yes and or being an accelerator instead of a blocker. Don't be the person stopping progress.

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