immpronto button

Consumer Insights…How to Inspire Action

Man Jumping into ActionHow many insights decks have you received that were hard to follow, lacked clear implications, or were just plain boring and uninspiring?

Whether you've experienced this first hand or are in the process of sprucing up your insights deliverables, it's easy to look at the market research industry today and see there's clearly room for improvement when it comes to delivering insights learnings and implications.?

I would start by saying we need to redefine the role of the "Insights Deliverable" such that it better aligns with the dynamics of the 21st century. Insights deliverables began as simple memos used to share data and facts. Over time they progressed to large PowerPoint presentations that enabled greater data visualization. However, today's audiences need more. They have less time than ever before and are bombarded by data and demands. Given their divided attention and time-starved environment, I would advocate our goal as insights professionals should be to entertain, educate, and inspire action.

After looking back at my client and supplier side experiences and recently attending the TMRE (The Market Research Event) where the insights deliverable topic was heavily discussed, I would offer up some simple rules of thumb to think about when preparing your next research deliverable.

RULE 1:  Identify and tell your research story

Traditional Storytelling Components

Components for Storytelling with Data

Setting - The environment or surrounding of the story that enables the reader to picture the scene

Background/Objectives - Brief overview of the current business situation and key objectives the research is intended to address

Characters - The individuals the story is about

Headlines - The key points you need your audience to remember

Plot - The actual story that has a clear beginning, middle and end enabling the reader to make sense of the information and follow along

Story Flow - The order in which you organize your headlines such that the audience can follow along and make sense of it

Conflict - What the plot is centered around, it's when the story's action becomes most exciting and is just before the resolution

Key Implications -The "so what" or the what the data really means

Resolution - Solution to the problem and must fit the story in tone and creativity and solve all parts of the problem

Recommendations - The "now what" or action you recommend the audience take.  This action needs to fit with the headlines of the story and the reality of the business situation, environment and/or culture.  Remember your audience expects you to have a point of view

RULE 2:  Make the story highly visual

RULE 3:  Go back and re-evaluate rules 1 and 2; there's likely opportunity to create a more inspiring story

Are you entertaining, educating and inspiring your audiences??

Sign Up for the Latest News

Join the IIM Community and get helpful tips, ideas and solutions for capturing the consumer voice.