Well, not so much. While it is true that research generates data, data alone really isn't helpful, is it? In today's DIY ecosystem of building, modifying, or repairing things without the direct aid of experts or professionals - finding solutions and information needed to make profitable decisions takes experience. Valuable research insights come from getting the right information that will enable you to take action towards solving for an issue your business faces.
What strategy am I trying to impact? What are the underlying issues? To whom is the strategy intended to impact? Who are the audience influencers to consider? How much influence do they have? These are just some considerations that must be addressed prior to writing the first survey question or discussion guide. Unbiased questions to get representative answers, takes skill - skill based upon years of experience in asking the right questions and interpretation.
How many research reports have you read and thought . . ."What am I supposed to do with this information?" Frustrating. Action-ability has to be designed into research studies - from the beginning. We like to engage various stakeholders to understand specific informational needs and actions that are desired so that we deliver relevant research insights. We go the additional step helping your organization understand and implement the right strategies to affect your business' and customer facing issues. All research suppliers must deliver on that promise.
"One-third of managers are victims of "Information Fatigue Syndrome." 49 percent said they are unable to handle the vast amounts of information received. 33 percent of managers were suffering ill health as a direct result of information overload. 62 percent admitted their business and social relationships suffer. 66 percent reported tension with colleagues and diminished job satisfaction. 43 percent think that important decisions are delayed and their abilities to make decision are affected because of having too much information."
Jeff Davidson, The Complete Idiots Guide to Getting Things Done