Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"

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

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