How to turn insight into action

How to turn insight into action

The worst-case scenario for a research project is that it becomes an academic exercise rather than a catalyst spurring action.

So how does Adience ensure that insight always leads to action? We have three guiding principles:

  • Involve internal stakeholders
  • Go beyond the interviews/survey
  • Tell a story

 

Contents

1. Involve internal stakeholders

2. Go beyond the interviews/stakeholders

3. Tell a story

1. Involve internal stakeholders

At the beginning of a project, we involve those who will approve, or execute, decisions coming out of the research. Typically, this is done using a short internal survey or a workshop. This approach is essential because:

  • It allows us to understand what questions the full team want to ask
  • It helps us to identify some internal hypotheses that we need to validate
  • By consulting them, they’re more likely to put their weight behind the result.

 

2. Go beyond the survey

Conducting interviews with the target audience is critical to any B2B research project, but typically it only tells part of the story. Often there is even more information available that could help us to obtain a better understanding of the problem. For example:

 

3. Tell a story

Research findings are often dry and inaccessible, but shouldn’t be. We use a variety of techniques to make our presentations memorable and easy to digest:

  • Our proprietary approach to building presentations incorporates key principles of story-telling and visualization
  • We use tools such as vox pop videos and case studies to bring the findings to life

 

Summary

1. Involve internal stakeholders.

Engage those who will approve or execute business decisions coming out of the research.

2. Go beyond the interviews/survey

Use publicly available information, as well as information that is proprietary to the client, to give a more rounded view of the issue.

3. Tell a story

Use story-telling and visualization techniques to make presentations memorable and easier to digest.

Chris Wells
Share:

Got a B2B market research project
you’d like to discuss?

Contact us

More from the blog

How to do in-depth interviews in B2B market research projects

How to

February 15, 2024

How to do in-depth interviews in B2B market research projects

The Adience guide to using in-depth interviews in B2B market research. We explain the benefits and share best practices.

How to use B2B buyer personas in a targeted marketing strategy

How to

January 25, 2024

How to use B2B buyer personas in a targeted marketing strategy

We explain what B2B buyer personas are, why they matter, and how to use them as part of your targeted marketing strategy.

How to improve the B2B customer experience with market research

How to

January 10, 2024

How to improve the B2B customer experience with market research

We explore the link between customer experience and commercial success in B2B, plus how to get insights to improve your CX.