We look for the "story" in the data — the narrative that knits together the three or four big findings.
Plus, we always put the findings in a larger context and offer our take on the implications of the research results. That is one of the reasons we enjoy being in the research business. We get to be involved in helping to address issues and sometimes even solve problems.
We also try to do research that has a social value and, as it turns out, just about everything we do falls into this category, whether it be research for a health-based organization, a consortium of Canadian television producers and broadcasters, a municipality or a faith community.