This is an edited version of a presentation prepared and ... · This is an edited version of a presentation prepared and presented by Kelley Styring, Principal, InsightFarm Inc to

This is an edited version of a presentation prepared and presented by Kelley Styring, Principal, InsightFarm Inc to NEMRA, May 2015.

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Irresistible Insights can be achieve via four avenues. Creating Collisions – actual insight often derived from the combination of more than one idea/piece of data. Future Vision – helping clients see how their future could be different if they embraced your insights. Spark the Audience – or Market Centric Insights – packaging and sharing insights with a very conscious marketing mindset. And finally, Vivid Experiences – building learning environments to clients to “live the insights.”

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The left side of this chart, if considered alone, is a very mundane fact. It’s a state of the business. It does not inspire. Combining the thoughts on the left and the right, suggests a new way of doing business. It reveals VAST opportunity and many ways to address the opportunities that are open. This Collision of Information becomes Insight.

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My syndicated study, The One Handed World, was similarly, a collision of ideas.

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All of us, with two hands, are actually living in a one handed world. That’s because we spend 40% of our waking hours with one hand occupied (according to my quantitative study of more than 200 respondents) holding a digital device, a steering wheel, a latter, or if we’re lucky, the hand of a loved one. We operate the rest of our world poorly because none of the products and packages we use were designed for one-handed use.

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Who better to teach us about living in a one handed world than those who live elegantly and efficiently every day in this world – because they have only one arm. Arm amputees are not disabled. They are very specially able to live in this one handed world that we are just muddling through.

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One handedness is the next step in human evolution and Arm Amputees are more highly evolved than the rest of us on this journey.

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Future Vision has to do with applying insight in such a way that you build a vision of how your clients future could be different if they acted on your insights.

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One way to do this is through Awesomeness. Umair Haque suggests in the Awesomeness Manifesto – that creating insanely great stuff adds meaningful value to innovation. Helping your clients see “insanely great stuff” could come from the insights is a great way to get their attention.

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I work with product designers and illustrators on my reports and often pitch my own ideas to the clients. Not that I want them to make my product ideas. I just want to wake them up and turn their attention to the data. After all, is it more impactful to say X% of toddlers are asked to put a diaper in the trash by mom… or to say “wouldn’t it be cool if there was a diaper pail that made toddlers want to dispose their own diapers? Then say, x% would be interested in this type of idea because they already do it. Now, I’ve focused attention on the data and the client will want to hear more in total, not just on this point.

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In my syndicated research, In Your Purse – Archaeology of the American Handbag, I took a different approach. I first began with a qualitative observation, that the purse is the only physical object that connects the home where needs occur and the store where needs are fulfilled by purchases by women who buy 80%+ of all consumables.

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Then, I did some math, from the quantitative study to rivet my audiences to the money they could make. I had their attention. And, it worked!

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I followed this up by showing some inspired ideas. And, they were hooked.

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I followed this up by showing some inspired ideas. And, they were hooked.

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Market-Centric Insight is a simple concept. Considering each project or report as a “product” and building the appropriate marketing plan for it.

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First, we want to consider who should be interested in the insight – who is the target audience/or target audiences? Then, position or present the information in a way that is relevant to that target group. Once we have a product and positioning, we can then fit the mechanism of delivery to the audiences needs through various “media” – report, video, webinar, workshop, presentation, etc. And, finally, we can deliver this material in such a way that it is differentiated from others.

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One way to make sure you consider each step in the process is to build a Creative Brief. This brief helps to create intentional actions.

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Also, knowing how much marketing effort to expend based on the heft of the insight is important.

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This is a case study.

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This is a case study.

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This is a case study.

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This is a case study.

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This is a case study.

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So, identifying the content or insights ‘product” is the first step in Market-Centric insights. Then identifying your communication objectives, target and media will help you culminate this effort in a Delivery Plan.

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This is an example

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The effort on In Your Purse, quintupled my web traffic, hit the media hard, and resulting in my second syndicated study selling out available subscriptions before I executed it.

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Finally, a powerful way to make insights Irresistible is the create them side by side with the clients. This can be achieved by co-creating with consumers, co-moderating, etc to make sure they are with you step by step.

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So, to recap. There are four ways to Create Irresistible Insights.

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