Get Actionable Insights From Your Research
Want to know the toughest part of research? It's not the planning, it's not the moderation, it's not the statistical analysis.
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It's pulling your data all together to develop insights that mean something—insights you can take action on.?
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Insights work is hard. It takes time. It doesn't make sense to just slap a bunch of charts and graphs in a slide deck, and assume your team can figure out what to do with them. It takes great care to figure out what to DO with the data that's been collected.?
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Here are 3 questions we use at Bixa to evaluate insights and frameworks to squeeze meaning out of them:?
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1. Is it accurate??
This doesn't always mean statistical significance—what this means is that you've chosen a methodology that's right for the specific research questions you're trying to find, and that you've used a mixed-methods research approach to get meaningful answers to specific research questions.
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2. Is it additive??
Are we re-creating the wheel—finding exactly what you already know? Or are we uncovering something new, a layer we didn't know about that builds upon and clarifies your existing customer knowledge base? Also, is it adding the story your brand tells. Insights are fickle—they don't mean much if they aren't told as a part of a meaningful story. An insight that builds upon your research in a way that people in your organization “get” —now that's an additive insight.
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3. Is it actionable??
In my early career, one of my managers at Booz Allen Hamilton shared this metaphor: everyone knows customer feedback is a gold mine. But what they don't realize is that when you get raw feedback, you're just looking at the rock walls of that mine. You have to chip away at it to reach something pure and beautiful, that you can use to craft something that will stand the test of time. It's not enough to provide the numbers. Actionable insights tell you what you can do with the data—what decisions you can make and take to DO something with the data. As a rule of thumb, if you haven't added an “and therefore” at the end of a sentence, it's not yet a complete, actionable insight.
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This week?our team is onboarding two new top-notch researchers, and we will have bandwidth to support more projects starting next month! We've been over-booked for many months, so if you're thinking about research, now's the time to get a quote:
Here's to insights made of gold!?
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