One trap you can find yourself in when it comes to working in research is thinking that you need to have all the answers for all the questions your marketing team or internal clients pose. Many times it happens to be your clients or coworkers that feel they need to have the silver bullet and rely on research to get it for them. Of course, being able to obtain answers to key questions is imperative if you are going to embark on a research study; and most questions can be answered with specific direction (qualitative research) or statistics (quantitative research).
However, there are always a handful of issues that remain indefinite and need to be discussed with other members of your team in order to arrive at an educated conclusion and strong direction. Even results that point to a specific direction may still need to be discussed and possibly reversed. This is all to say that research results still require human expertise, intuition and judgement when it comes to deciphering the information. The researcher's point-of-view will be an important contribution to the discussion, but we also believe it's the researcher's role to involve all team members in discussing the results to arrive at workable solutions to the problem.