When the Insight forums first met, the prevailing thinking was that analysis and research projects should be conducted and then written up as if they were scientific experiments. Market research reports in particular would start with a reference to the brief that had been received; then talk about the methodology selected; the research activity carried out; the data collated and tables of findings. And finally, if you were lucky, some observations and conclusions. This was a very logical way of approaching the task, but it’s a very passive way of communicating. If we start with the brief and methodology, rather than business recommendations, it’s also likely to reinforce stakeholders’ perception that an Insight team is a reactive service function.