Our top tips for delivering insights that lead to business impact
Here at Day One we are focused on delivering insights that inspire people to act, so here are our top 5 tips to make sure your research leads to commercial impact.
Start with the end in mind
It all starts with having a clear business question – focus your research on delivering against that commercial goal.
If you ask generic questions, you will get generic answers which aren’t very actionable. The more specific you can be about the question you’re answering, the better.
By focusing on the desired business outcome, you can avoid getting distracted by investigating tangents that take you down rabbit holes.
It’s a team game
Delivering actionable insights requires the right combination of internal and external partners. In our experience it takes a mix of right and left-brain thinkers to crack the problem.
Work together and never lose sight of the business question.
Fish in different ponds
In competitive marketplaces competition for game-changing insight is intense. If you ask the same people the same questions in the same way, you will get the same answer as everybody else.
Instead, seek a multi-dimensional view by blending new and traditional data sources, breaking away from the average customer target.
Distil and inspire
Now that we have a lot more data, distillation becomes even more essential to extract that singular inspiring insight.
It’s a mistake to think that debriefs filled with facts and data are more persuasive. As with anything in life, boring content is more likely to be ignored, so make your debrief interesting.
Don’t just tell the story, sell the story.
Ensure your insights reach the right people at the right time
If insights aren’t communicated to the right decision makers, they will not receive the attention they deserve. So think about how your insights are going to reach time pressured decision makers to deliver maximum impact.
We hope you enjoyed these tips. If this is a topic you would like to discuss further, please get in touch.
Abigail Stuart, Founding Partner at Day One Strategy