evangelizing research to inspire action2 - vital findings · 2017. 7. 14. · our litmus test for...
TRANSCRIPT
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EVANGELIZING RESEARCH TO INSPIRE ACTION
JANICE MORRISON
Senior Research Consultant
JASON KRAMER
Managing Director
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PROBLEM: Insights are Getting Lost Because They’re Not Being Evangelized
Thinking of times when internal stakeholders have not included the research or insights function in important business decisions, why do you think this has happened?
Lack of awareness of insights fuction’s
capabilities 62%How do you deliver and report insights within your organization?
Small-group presentations
Written reports
95%
94%
“More use of videos or anything visual – the medium may or may not be the message but it sure MAKES (or breaks) the message.” – Quirks respondent
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THE EVOLUTION OF THE INSIGHTS
FUNCTION
Collecting & Reporting
Data
“How Can InsightsCreate Action?”
Distilling Insights
Storytelling
Most insights teams have moved to the “storytelling” stage, but we think the
theme of 2016 is going to be answering the question: Creating
Action
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TOOLS FOR CREATING ACTION
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VIDEO STORYTELLING
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INSTALLATIONS
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PHOTOGRAPHY
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INTERACTIVE SITE
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INFOGRAPHICS
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WORKSHOPS
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Our litmus test for success as an MI Team is how our work was used to
If there were no actions taken as a result of the research, then we have not succeeded.”
drive decisions and
ultimately results.
— Neil MarcusAssistant Vice President
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CUSTOMER JOURNEY TRANSFORMATION
RESEARCH
Case study
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How Can We Understand the Customer Journey Across MetLife Products?
Determine relative Importance of Journey Milestones to Customers
Understand customer Expectations when Transacting with us
Identify the Value of New Potential Transactions & Channels
Quantify MetLife Performance and Opportunities to improve service
Measure MetLife vs. Competition and Best-in-Class companies
Objectives
Customer Journey Milestones
Qualitative Research
Quantitative Research
Secondary Research
SHOPPING BUYING USING
Consideration Purchase Onboarding Billing/Payment/Remittance
Renewal Claim Policy Modification & Services
Cancellation
Multi-Phased Method
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Transforming the Customer Journey:
THE STAKES
Why the research was
IMPORTANT
Why partner engagement was
CRITICAL
Why MetLife partnered with
VITAL FINDINGS
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METLIFE MI’S TRANSITION TO ENABLING BUSINESS ACTION
Collecting & Reporting Data
Distilling Insights
Creating Action
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TECHNIQUES USED
EVANGELIZATION
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Competitive Review Identified Potential Solutions to Key Pain Points
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Trend Research
Framed the Broader Context
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PersonasGave Facesto PainPoints & Opportunities
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Key Insight Pamphlet & Insight Prioritization Activity
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Workshops Identified & Solved for Customer
Pain Points
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Workshop Invitation Video and Teaser Insight Video
Built Excitement
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MetLife’s Studio 1 Newscast HelpedSpread the Story
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Tips for Creating Action —“Creating
Action” Cards
http://bit.ly/1oPGRl2