Insights are inherently exciting when formulated correctly and actionably-they have the ability to fully change every industry and help us to understand customer behaviour. So why are we doing such a disservice to them that we are approaching them the same way we do raw data?
Data and insights have become almost synonymous with words, mostly because they are both seen as subjective metrics rather than concrete realities that can make a real difference to the inner workings of an organization. But because they can be perceived as synonymous, for years now, they have been portrayed in the same way. Presenting two radically different topics in the same way would never get the requisite results, but treating perspectives as being synonymous with data can only lead to a sense of repetitiveness that explains the stakeholders' increasingly diminishing involvement.
Thus, there is a need to distinguish perspectives, to make them stand out as exciting on their own, is important both for the future of all sectors and for market research. The first phase on this path is to help others understand ideas, their strength, and how to express them in a way that improves our capacity for interaction.
Creating a Buzz through Authenticity
First, we need to define authenticity; authenticity is defined by the Cambridge Dictionary as "the quality of being real or true," and in this case, we concentrate on the true aspect of authenticity in insights. We need to generate meaningful and eventually actionable observations in order to make observations worth paying attention to.
Depending on the data collection and quality management methods used, observations may either be rich and high quality, or an unreliable reflection of the customer mindset. Creating specific observations to reflect the reality of the situation or disclosing a multitude of possibilities or problems would help ground the observations in reality, providing stakeholders with an area of interest to interact with.
It can be difficult to choose the best research and insight generation processes to use because different things are needed for each particular research project, but we have developed tools that will help broaden your awareness of the available methodologies and platforms, what your research goals should be, and understand how to involve participants so that you can produce rich , detailed insights.
But authenticity is not just about generating actionable and meaningful insights; another way to use authenticity to incite interest in insights is to create an authentic partnership between stakeholders and insights. One sure-fire way to start this phase is to engage stakeholders from start to finish in the research process, but some stakeholders do not have the time for this, so recognizing and monitoring the concrete impacts on your business is another way to take. The correlation between insights and their impact on the organization strengthens the relation between insights and stakeholders.
Excitement in Tangibility
Making concrete insights means seeking ways to present insights in a way that can be connected to them by stakeholders on a more practical, emotional and logical level. We've written a few articles outlining psychological tips and techniques to make this happen, all of which work well, but to actually execute these psychological tricks, we have not really gone through comprehensive scenarios.
The first way we can make concrete insights is to build user people as a way to build case study-like characters; these case study-like characters would be used as brand people, generated directly from participant data to form characters that reference the brand itself 's traditional target markets and customer base, and work by connecting any insights and possibilities.
We are discovering more ways to use stories to report insights as storytelling becomes a bigger strategy in insight engagement with every day that goes by. The case study character personas, for example, might go through a variety of different experiences to better reflect the findings in a more story-like manner; a day-in-the-life style story is a great way to display findings about the customer journey or illustrate the consumer / user experience 's digital touch points.
Two of the most engaging media are puzzles and tales, and perspectives are basically data-based puzzle pieces, opening up a range of possibilities for immersive reporting strategies and workshops. In an interactive study or workshop, addressing observations as puzzle pieces ensures that stakeholders can put them together and make a meaningful impact on the facets of a company that need to be changed or altered in order to function more effectively or guide the organization in a different direction.