Finding the Flashes of Light in Research
When the Light Goes On
FlashLight was inspired, in part, by the thrill that we get when the metaphorical light goes on. We’re not opposed to light bulbs, but there’s something about that flashlight that fits in your hand, that moves with you as you walk down a path, that illuminates what comes next, that inspires us. It has also gotten us confused with flashlight manufacturers, and no, your order is not in progress.
But, like any intriguing concept, a flashlight is full of tension and possibly, misdirection. It could imply that insight is as easy as a flick of a switch. In fact, the “light” of insight often builds over time, with layers of data making the image clearer. And a flash of light suggests insight is fleeting, and can be turned off as easily as it was turned on. But when insights are truly illuminated, we know that they live with those who’ve learned them, making the next idea or data point a little clearer, a little sharper and a lot more vivid than they were before.
Meeting Clients Where They Are
Flashlight was also inspired by the practical belief that research must meet our clients where they are…While some projects invite a leisurely pace, most do not. Many times companies or organizations go without their constituencies’ voices because it seems they can never get feedback on the timeline they need it. Our Flash Polls, which are often conducted within a day or two, are one exciting response to this need.
But we also celebrate the slow thinking that can lead to better, richer and deeper ideas and insights. Many of the smartest researchers we know require the time to think in different ways, to live with our thoughts and to consider them over time. Taking longer to digest research isn’t always possible, but sometimes, the extra time taken to work through ideas with a team, to diverge before we converge and to let the light build is worth it.
We’re on our own kind of journey in this regard – moving very fast and helping our clients get what they need, while making sure we take the time to sit and live with the big ideas that matter to research and strategy. But these flashes of light and glows that build over time and should both play a role in how we get to bright.
About Amy Henry
Amy Henry has worked in the fields of applied research and strategy consulting for over 25 years. She combines decades of work with fortune 500 companies in a variety of verticals, from media and retail, to packaged goods, to non-profits. Her background in human development and psychology, and her training at social science driven research firms, allows her to identify deep insight into audience needs, while being able to bridge those truths with sound strategies for growth and brand alignment.
Amy started her career at Leo Burnett in Chicago (where she worked on a variety of personal health brands) and then served in senior roles at The Geppetto Group, The Family Room and C+R Research. Most recently, she was Chief Strategy Officer at Strottman International. Amy graduated from Dartmouth College, has an EdM. in Human Development and Psychology from Harvard’s Graduate School of Education and is a doctoral candidate in Childhood studies at Rutgers University.
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