How to Avoid Sacrificing Reliability in Agile MR: A Case Study

Agile Marketing Research

Some people interpret agile research as fast and cheap. Insights professionals know it must be better than that. Yes, it must be fast enough to work within tight, agile time frames; and cost effective to be conducted for multiple iterations, but the research can’t be managed in a way that the results aren’t reliable. There is no value in completing research quickly if it fails to deliver valid findings!…

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Aligning Insights with Business Objectives in a Design Thinking Ecosystem: A Case Study

Design Thinking for Insights Pros

In the last decade, Design Thinking has gone from buzz word to relevant business process for customer-focused businesses. Insights professionals working where Design Thinking processes are in play need to be clear about how the process works so that they can meet the needs of their business partners and achieve a successful outcome. This case showcases how one team found success working in this environment. They started with a…

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Why Measuring ROI Will Be Essential for the Future of Insights Pros

Why measuring ROI will be essential for insights professionals

Do you measure the ROI of your research expenditures?  If you are like 90% of insights pros, the answer is “not exactly.” Insights teams typically rely on softer key performance indicators (KPI’s) such as meeting timelines and conducting more research on stagnant or reduced budgets. However, the marketing function as a whole is getting much savvier about measuring ROI.  Methodologies can include single attribution with revenue cycle projection, attribution…

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Prepare Business Partners for the Unexpected to Increase Insights-Based Decisions

Prepare business partners for the unexpected to increase insights-based decisions

No one likes to be unprepared. We may complain about the accuracy, but we still check the weather forecast on our phone.  Business partners are the same. Insights may not lead to action when the results leave business partners feeling caught in a torrential downpour without an umbrella. But you can increase insights-based decisions based on alignment of research and business objectives by getting your partners ready to expect…

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5 Methods to Align Insights Projects with Business Objectives

It’s a never-ending challenge in your insights department: getting business decisions made based on completed projects. If it’s any consolation, you aren’t alone. A recent Quirk’s Report found that 85% of researchers can’t get action based on insights at least some of the time. So, how can you increase insights-based decisions? They key is aligning the  research and business objectives at the start. That’s one way to  produce insights…

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Tips to improve team performance while aligning insights and business objectives

Improving insight team performance

One of your toughest jobs as an insights leader is to bring together a team that consistently performs on a superior level and produces insights that get action. Team members bring different experience levels and skill sets to the table and its your job to maximize their potential while making sure that the projects in which they are engaged match the business objectives of the company.  You may feel…

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Alignment is the key to more insights-based decisions: AMA NEO Chapter Market Research Conference 2018

Alignment key to insights-based decisions

With 15 presenters, the AMA NEO Chapter Conference was an inspirational, learnings-packed day for almost 100 attendees. One message that came through loud and clear was that by aligning objectives, methodologies, analyses, and reporting with the needs of all stakeholders, insights pros can be more successful helping companies make better insights-based decisions. Our InsightsCentral team with Chris Grabarkiewicz-Davis, former Insights leader of Luxottica Retail, shared best practices for improving…

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Keys to Ending Research Regret and Delivering Actionable Insights

This is the final in a three-part series on avoiding research regret and delivering insights that get action. In the first two installments, we reviewed the root causes and costs of research regret. We also shared a case study about Jason, the Insights Director for an ice cream manufacturer, and revealed why complete clarity on the business problems and opportunities before research begins is so critical. It’s the only reliable…

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When Good Research Goes Bad

The human bias towards action can be counterproductive

This is the second in a three-part series on avoiding research regret and delivering insights that get action. In the first installment, we looked at the cost of research regret and learned to identify the types of research regret. In this article we’ll get to the root causes of research regret. Jason had a terrible, no good, horrible, rotten day. When we last saw him, he was lying in…

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Quirk’s 2018 Brooklyn Conference Best Takeaways: Tips for Improving Growth through Insights

  Eden Weller, Customer and Market Insights Manager, JJ Keller & Associates and Carol Shea, President, InsightsCentral present at Quirk’s Brooklyn Event With over 140 speakers and 85 sessions, the Quirk’s Conference East was jammed packed with learnings! Here’s some of the best tips from the conference on utilizing improved insights department processes to more rapidly build company growth and profitability. Build a Customer-Centric Organization Building a customer-centric organization…

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