webinar "insight acceleration: from 6 weeks to 22 hours of research"
TRANSCRIPT
Insight AccelerationFrom 6 Weeks to 22 Hours
Mike Mabey
SKIM
3 years ago…
...We started
this journey
Case StudyReducing the time to
great insights
01 02 0403
DECONSTRUCT QUICK WINS STANDARDIZE MODULARIZE
How We Did It
Deconstruct
The Processes
01
Tick Tock…
• Writing the rfp
• Reviewing proposals
• Project cost approval
• Getting messages for
testing approved
• Reviewing & testing
survey
• Reviewing the draft report
• Creating summary reports
for internal clients
• Converting the report into
an AT&T style report
Client’s
Time
01
Tick Tock… 01
• Proposal writing
• Getting sample costs
• Questionnaire writing
• Programming max-diff &
conjoint exercises
• QC
• Fieldwork
• Analysis
• Building a simulator
• Creating a draft report
• Revising & completing
the final report
Supplier’s
Time
Quick Wins1. Proposal and approval simplification
2. Early warnings
02
Just The Facts 02
xx
Hi AT&T Team,
AT&T Wireless Data Promo Message Test
AT&T Wireless Data Promo Message Test
1.2.3.4.
5.
AT&T Team
AT&T Team
AT&T Wireless Data Promo Message Test
18 Min Later…
From: AT&T Team
To: SKIM Team
“Approved.” 02
Notify SKIM ASAP
From: AT&T Team
SKIM Team -
AT&T Team
02
Standardize
Reduce
03
01
02
03
Use client PPT
template
Pre-sets
Standard report
format
Standardize 03
Reduce
Essential
insights only
please!Reduced
Report
Size
ReducedAnalysis
Time
IncreasedInternal
Demand
03
Modularize
Systemize
04
Modules 04
Topline360
ImpactDiagnostic Build
Resonate Brand Editor Combine
Impact: reduced QC, reduced approval time, no soft launch
Systemized research 04
1 2 3 4
22 – 48 hours
tactical,
immediate
2 – 10 days
more complex
4 weeks
meta analyses
6 – 10 weeks
strategic
Not everything can be done in 22 hours!
Six
Takeaways5
Pre-Defined Creates Clear
Communications
2 Deconstruct, Question,
Remove
3 Templates Are Your Friend
4
Internal Demand For Research
Goes Up If Time Goes Down
6
1 No Trust, No speed
Reducing increases the value
and impact of insights
DECISION BEHAVIOR EXPERTS
Rotterdam | London | New York | San Francisco | Atlanta | Rio de Janeiro | San José | Singapore
• Consultative, partnering client relationships
• Passionate about understanding what drives choices
• Proven expertise in analyzing & predicting decision behavior
Mike MabeyVP Client Solutions AmericasBased in [email protected]
Mini KalivianakisClient Solutions Director and PartnerBased in [email protected]
Contact us
skimgroup.com
@SKIMgroup
SKIMgroup
SKIMgroup
20