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What is an Insight Can We Agree Prepared by Insight Research Group USA

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Why ask the question? The term Insight' is used by pharmaceutical companies and ... related disciplines such as semiotics and anthropology, discourse analysis and ... – PowerPoint PPT presentation

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Title: What is an Insight Can We Agree Prepared by Insight Research Group USA


1
What is an Insight? Can We Agree?Prepared by
Insight Research Group USA
Research Excellence Presentation PBIRG Annual
Meeting May 2008 Washington, DC
Presentation
2
Why ask the question?
  • The term Insight is used by pharmaceutical
    companies and
  • MR agencies alike

3
We felt it was time to explore the definitions
and meanings associated with INSIGHT . . .
  • In order to
  • Have a clear view and understanding of client
    expectations
  • Know where to find insights
  • Understand how to develop insights
  • And to optimize the development of insights
  • Determine how best to deliver insights
  • AND to determine the role that agencies can and
    do play in the insight identification process

4
So what do we really mean by Insights?
  • We have taken on the challenge by conducting
  • 30 x 20 min telephone discussions
  • With senior researchers within leading
    Pharmaceutical / MR companies
  • 15 companies represented
  • US and EU
  • March and April 2008

C. Kalb Associates
5
The word Insight is clearly used very broadly
and loosely
Thats not an insightits an observation!
6
What is your definition of an Insight?
  • Try these for size

An Insight is a finding with a spin on it or
something that represents a different angle on
thinking about a product or an idea
Its an epiphany, a sudden moment, information
about the problem at a deeper level
The conversion of information to intelligence
Something that changes current thinking and has
a significant impact on the business implications
Reading between the lines to gather information
to generate forecasts, the synthesis of all the
information
The unearthing of something that we haven't
thought of before or bringing to the surface a
blunt Idea that is now sharper
An insight is something that the marketing and
brand teams can act on
7
Everyone agrees that insights are fundamental
  • Several common themes emerged

You need to be intimately involved in the brand
to be able to spot an insight
I just keep hearing the same old things and we
have to do better
Weve been in the therapeutic category for 10
years and theres not a blessed new idea
8
More Themes
tend to evolve over time
an old idea that is well recognized, agreed
upon and now seen in a new context
to be an insight the brand team need to be
able to act on it
9
Theres more...
You need to get the key stakeholders involved
throughout the research
I had to sell one of those great insights to 3
different franchise leaders and it really came
down to personal trust
Sometimes really great ideas are not acted
on because the risks are too highthe risk of a
mistake
10
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11
Insights Can Be Generated Throughout the
Research Process
The client brief
The briefingmeeting
The agency proposal
The discussion guide
Fieldwork
Analysis
Writing ofdebriefor report
The debrief presentation
Dissemination/applicationof findings
12
What are the challenges to optimizing the
generation of insights?
  • Lack of agreement on what an Insight is
  • Product Management, Brand Team, Agency does not
    agree on what an insight is
  • Not able to sit back and reflect/share and build
    on prior learnings
  • Lack of time for synthesis as faster/more
    demanding timelines
  • Product may already be successful
  • if its not broke, dont fix it
  • New members to the team are often less
    experienced and knowledgeable
  • Agency too familiar with the brand
  • Difficult to challenge or provide independent
    ideas
  • Challenging to get all stakeholders involved

13
How can agencies and clients work together to
optimize insights?
  • Include key stakeholders in the briefing meeting
  • Write your assumptions down before you start
  • Good research agencies ask good questions at the
    briefing you can generate potential insights to
    be tested at this stage
  • Build insight traps into research design this
    is why bricolage and projective exercises are so
    useful
  • doing everything the same way every time is not
    the way to generate an insight
  • Put challenges into fieldwork conflict can be
    very useful if carefully managed
  • Use related disciplines such as semiotics and
    anthropology, discourse analysis and ethnography
    to reframe areas which have become too familiar
  • sometimes agencies have a limited bag of tricks
    and maybe what you need is to shake that up a bit
    to get a fresh perspective

14
In the field
  • Beware of ambiguity clients, researchers and
    respondents use the same words but dont always
    mean the same things. You cant avoid it so
    watch for it and detect it
  • Respondents identities and behaviors arent
    fixed as they shift they can tell you something
    new
  • Dont wait for the analysis to check hypotheses
    layer thoughts and interpretation as you go
    check if respondents mean what you think they
    have said

15
During analysis
  • During the analysis be aware that most of the
    learnings are unstated you need time and effort
    to bring them to the surface build in time
  • Ask constantly Who? What? Where? Why? How?
  • Apply different frameworks think of the
    marketing and business objectives not just the
    research
  • advantage of a research team (not just a
    moderator)
  • Frequent brainstorms with different members
    providing new perspectives
  • Keep it real use video and audio and full
    transcripts dont be too quick to move to
    summaries
  • Have an interim debrief involve the client in
    the latter part of the analysis

16
At the presentation
  • Client and Agency play an active role
  • Researchers love to show how hard they have
    worked and how much they have learned neither
    of these is a research objective
  • The purpose of the debrief is to get the
    learnings and insight out of the researcher -
    check constantly is this old news, confirmation
    of the clients suspicions or something off the
    radar?
  • Make provision for capturing new thoughts (and
    insights) at the presentation and after it
    workshops are good for this
  • Think about how to integrate insights with
    current knowledge and other data sources which
    already exist
  • Insights are likely to be killed very early on
    unless they are nurtured and protected inside the
    client organization so encourage an open mind

17
Focus for the Future
18
Focus for the Future
1
  • Communication during project and at the
    presentation
  • Briefings including strategy and historical data
    sharing
  • Workshop style interactive presentations

19
Focus for the Future
1
2
  • Agencies should strive to think like the end
    decision maker
  • What does he/she need to know to do his/her job?
  • Communication during project and at the
    presentation
  • Briefings including strategy and historical data
    sharing
  • Workshop style interactive presentations

20
Focus for the Future
1
2
  • Agencies should strive to think like the end
    decision maker
  • What does he/she need to know to do his/her job?
  • Communication during project and at the
    presentation
  • Briefings including strategy and historical data
    sharing
  • Workshop style interactive presentations
  • Team work
  • Everyone working to the same end

3
21
Focus for the Future
1
2
  • Agencies should strive to think like the end
    decision maker
  • What does he/she need to know to do his/her job?
  • Communication during project and at the
    presentation
  • Briefings including strategy and historical data
    sharing
  • Workshop style interactive presentations
  • Team work
  • Everyone working to the same end
  • Stand back and see the forest from the trees
  • Ask so what?
  • Insights are not obvious until you have
    discovered them

4
3
22
Focus for the Future
  • Fresh eyes and perspectives
  • Engage the opinion of people with different
    business views
  • Dont be afraid to challenge and change the way
    things are done

5
23
Focus for the Future
  • Add perspective through use of new techniques
  • To re-energize the way we discover Insights
  • Asking questions in a different way
  • Fresh eyes and perspectives
  • Engage the opinion of people with different
    business views
  • Dont be afraid to challenge and change the way
    things are done

5
6
24
Focus for the Future
  • Add perspective through use of new techniques
  • To re-energize the way we discover Insights
  • Asking questions in a different way
  • Fresh eyes and perspectives
  • Engage the opinion of people with different
    business views
  • Dont be afraid to challenge and change the way
    things are done

5
6
  • Keep it concise
  • Pull out the key points
  • Dont allow good Insights to get lost in a sea
    of findings
  • Executive summaries showing just the Insights

7
25
Focus for the Future
  • Add perspective through use of new techniques
  • To re-energize the way we discover Insights
  • Asking questions in a different way
  • Fresh eyes and perspectives
  • Engage the opinion of people with different
    business views
  • Dont be afraid to challenge and change the way
    things are done

5
6
  • Bring the research to life
  • For some clients seeing is believing use of
    ethnography, video clips etc. where necessary to
    add weight to your Insights
  • Keep it concise
  • Pull out the key points
  • Dont allow good Insights to get lost in a sea
    of findings
  • Executive summaries showing just the Insights

8
7
26
A Final Perspective
  • We can use the metaphor of a kaleidoscope to
    summarize the agency/respondent/client dynamic
  • Insights can be generated using 3 simple
    elements in a particular way
  • Insights can be gleaned by exploring differences
    between the client and respondent perspectives by
    comparing, rearranging, selecting and amplifying
    any differences found

27
In Conclusion
  • Insights are critical to our role as
    researchers. This encompasses more than
    identification and is integral throughout the
    process.
  • By working more effectively with agencies
    and raising expectations, insights will continue
    to be generated and acted upon.

28
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29
Thank You!
Insight Research Group USA 7 Cedar
StreetSummit, NJ 07076908-273-2880
www.insightrg.com
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