What are the most actionable customer insights from research data?

Don't be a headless data chicken running around like a fool. Know what you're looking for before you start digging, or you'll just end up with a pile of useless dirt. ????

Getting your KPIs and outcomes measures right upfront, in the research design phase, is half the battle of your insights story. Establish a baseline and track YOY change over baseline, or whatever measurement frequency you choose. Consistency is key. Or compare and contrast similar groups, with and without intervention, A/B designs, and evaluate significant differences. It all depends on the translation of your clients' business questions and their pain points. As Benjamin Franklin said: "Failing to plan = planning to fail." Or in Dutch: "meten = weten," to measure is to know!

I find using a list of variable and fixed factors very useful. I remember doing a washing machine study where we looking at triggers and barriers for Consumers to switch from semi-automatic to fully automatic and to buying one and one big finding from the research was the Price factor. Which was not useful at all, since the Client was very adamant that they cant change the price and hence this finding and the insight resulting from it was not actionable at all.

In the type of market research work we do, understanding the underlying attitudinal and world view dynamics of patients and physicians is very important. We use Natural Language Processing and sentiment analytics to evaluate interactions between patients and physicians. It is like peeling the layers of an onion, helping us to interpret the conversation at a deeper level. We connect those dots with post-interaction IDIs with the patients, and separately with the physicians. Did what we hear match what they described about the interaction and do the sentiments we extracted match theirs?

Don't just sit there drooling over data dashboards, people! Dive in with a microscope and a healthy dose of cynicism. Remember, your customers are masters of deception (unintentionally, of course). Look for the cracks in their seemingly perfect behavior, the hidden desires and frustrations they wouldn't dare admit to in a survey. Trust me, the real gold lies buried beneath the surface.

Recently in an ATU, we discovered how important giving out samples is for a particular brand, and how the intent-to-ask-by-name and awareness levels of this brand correlated positively with the sales reps' and doctors' sampling approaches. We are in the process of validating these results with the client. Can they confirm what we saw in the data? Will it have an impact on their detailing strategy?

What has worked well so far are PowerBI dashboards and simple messages on each PowerPoint slide, no more than two take-aways with a compelling visual! And a one-two pager Exec Sum and Reco!

Feedback on New Concepts: Customer reactions to new product ideas, features, or service enhancements can guide innovation and reduce the risk of unsuccessful launches.

Cross-Selling and Upselling Opportunities: Insights into customer needs and preferences can reveal potential for cross-selling and upselling, helping to increase the customer's value to your business. Net Promoter Score (NPS) Feedback: Analyzing the reasons behind your NPS can provide actionable insights on what drives customer loyalty and advocacy. To effectively leverage these insights, it's important to have a structured approach to data analysis, prioritize findings based on potential impact, and establish clear action plans for implementing changes based on these insights.