A few years ago, paper was unreplacable. From documents to currency to questionaires. Paper was all we required. In the last few years though we have moved away from this monster and got into a new one. Yup thats right my friend. We are now paperless but not effortless. You see we are now in a digital age where many things including this post has beeb directly typed into the medium. While this leads to instant communication, it also leads to no scope for editing. But the question my friend is why does research require editing. Well for starters imagine you are in a traffic driving behind a truck in a bumper to bumper situation. Most Brand Managers are driving their brand in virtually the same way. Sometimes you get irritated driving so. But what are you going to do. The task any research should do is to define a problem. And look for its solution as a part of its objective. This might not be the actual objective but it is implied. In the road scenario, when a vehicle suddenly joins the traffic it gets space to manuveur its vehicle because of the distance it has from rest of the traffic and it can actually overtake the problematic truck and move ahead freely on an open road. So its imperative to keep defining and redefining your problem or objective in middle of your project. If the brief says that the objective is to stay in the lane we would het stuck and will never move forward. The goal is to move forward no matter what is the process.
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