As an insight professional, it can be an uphill battle to engage senior stakeholders in the findings of research. Time-poor and juggling dozens of other projects, they simply don’t have the bandwidth to take on another 100 slide PowerPoint report.
Our industry has always striven to innovate the way we conduct research. So why haven’t we changed the way we deliver it to our stakeholders? It’s time for us to be brave, ditch the PowerPoint report and find new ways of engaging the stakeholders that really matter.
But how do you achieve this? To give you some inspiration, here are a few techniques we’ve been using lately to cut through the noise and make insights really land:
Prototyping: bringing a concept to life
We’ve found prototyping to be invaluable in ideation or concept development work when you need to bring an idea to life quickly and efficiently for stakeholders.
When we partnered with a leading media brand to help them develop a new range of digital services, we built working prototypes of the strongest concepts. With the help of these prototypes, our client could bring the new concepts to life for the board, helping to secure buy in for the next phase of development.
Apps: research in the palm of your hand
From news to emails, we now expect to be able to access content at any time, from any place.
We believe that engaging in insight and innovation projects should be no different so we’ve developed an app which provides stakeholders with key insights, delivered straight to their phones.
We’ve found this concept to be really popular particularly amongst insight managers whose stakeholders are time-poor, senior executives as it provides a way for them to engage in a way that fits with their busy lifestyles.
Life in 360: immersing stakeholders in a consumer’s world
Our third technique harnesses one of the latest tech trends, virtual reality, to immerse stakeholders in a consumer’s world.
How does it work? Stakeholders don VR headsets to see consumers in their own environments, hear their stories and explore their worlds.
So what is it about this technique that makes it so effective? As Georgina Harvey, Research Manager at Channel 4, puts it: “FreshMinds’ use of VR allows us to immerse ourselves in [a consumer’s] personal space. It enables us to gain a perspective previously reserved only for the primary researcher, rather than the end user.”
Microsites: live updates during fieldwork
How do you maintain stakeholders’ interest during lengthy periods of fieldwork? When a leading fashion retailer asked us to carry out a segmentation of their customer base, we delivered live updates via a dedicated microsite.
With 70 interviews across the US and the UK in the works (and a quantitative survey to boot), keeping stakeholders engaged was key. So we shared emerging findings as well as real-life stories, photos and videos from the interviews on the site during the fieldwork.
We found that stakeholders really enjoyed this process of ongoing discovery, which brought the research and the brand’s customers to life.
Inspiring better decisions
Good strategy stems from making decisions that are inspired by consumer insight. And for this to happen, research findings need to take stakeholders on a journey, embed key stories, and help them understand and act on salient points. We believe this can be best achieved by scrapping the PowerPoint report and looking to more engaging ways of delivery.
If you’d like to know more about how we can help you deliver insight with impact, please get in touch.