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STC Speakers: Clay Spinuzzi
30 Oct 2017 @ 7:30 pm - 9:00 pm EDTFree
What’s the value proposition? Making research useful to the researched.
Academics know why they want to conduct industry research and what they’ll gain from it. But they are often not as good at identifying how research can benefit prospective participants—both individuals and organizations. That is, they don’t always express a value proposition, a claim of value for their participants. And if prospective participants don’t get something out of the research, why should they play ball?
Drawing from his 20 years of experience in research, in this talk Clay Spinuzzi will discuss how researchers can treat their participants as stakeholders, designing research that will bring clear relational (not just transactional) value to individuals and organizations while still ethically reaching the researchers’ goals. Drawing especially from his book Topsight, Spinuzzi will discuss actual examples and concrete principles for making research projects valuable—and welcomed.
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