We write for Quirk’s: Static reports in a dynamic research cycle

“While once useful in a more predictable research environment, static reports are becoming increasingly less reliable in a faster pace research cycle.” In his recent Quirk’s article, our Group Services Director Horst Feldhaeuser argues that as research methods adapt to the speed of the industry, reporting styles must evolve as well.

That observation reflects what many insights teams are experiencing firsthand. Research is faster, business questions shift mid-conversation and stakeholders expect to engage with findings rather than wait for the next polished deck. Yet in many organizations, the primary output remains a static report designed to summarize what was known at a single moment in time.

As Horst writes, “Fixed decks, locked tables and one-time exports capture what was known at a single point in time, but they leave little room for exploration, context or follow-on learning”. When insight delivery freezes understanding at the point of presentation, momentum can slow just as discussion begins.

When insight packaging shapes insight impact

The article points out that most teams are not lacking data or analytical capability. The friction appears in how insights are packaged and handed over. Many organizations still rely on workflows designed for slower, more linear decision cycles, where questions could be anticipated in advance and reporting followed a defined path from tables to slides to presentation.

Today, decision-making rarely follows that script. New questions surface during executive discussions. Context shifts as additional data becomes available. Stakeholders want to probe differences, test assumptions and compare scenarios in real time. When every follow-up requires a new round of requests, interpretation and delivery, insight teams can find themselves responding rather than guiding.

Horst notes that “insight delivery needs to support exploration rather than closure”. Understanding develops through interaction and revisiting the data as priorities change. When stakeholders can engage with underlying information directly, they build confidence because they see how conclusions are formed, not just the final summary.

The role of AI in a connected environment

The article also addresses the growing role of AI in analytics workflows. AI can accelerate pattern detection and synthesis, but its impact depends on the environment in which it operates. “AI amplifies what already exists, but it can’t compensate for workflows that freeze understanding in a single moment”. When insights are disconnected from their underlying data, context is lost and the ability to extend learning is constrained.

In connected, structured environments where data remains accessible over time, AI can help teams move faster while preserving the integrity of the analysis. Researchers remain central, interpreting findings, guiding exploration and translating evidence into business implications.

What this means for insights teams

The shift described in Horst’s Quirk’s piece aligns closely with how we think about insight delivery at Infotools. For many years, we have focused on building environments where data remains usable beyond a single reporting cycle, where teams can revisit studies, compare waves and explore segments without rebuilding from scratch.

With Harmoni, the goal has been to support ongoing interaction with data rather than one-time extraction. When insight environments stay connected to their underlying structure, organizations are better positioned to reuse knowledge, respond to new questions as they emerge and give analysts more space to think about what the findings mean for the business.

If you would like to explore Horst Feldhaeuser’s full perspective, you can read the original Quirk’s article here: https://www.quirks.com/articles/why-static-reports-are-slowing-insights-teams-down