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… Continue Reading STC Speakers: Clay Spinuzzi