INSIGHT on INSIGHT: Applying Quantitative Insights
The application of quantitative insight closely relates to the objectives that motivated pursuit of the insight in the first place. Just like the application of qualitative insights, the jump from having clear quantitative objectives to effectively applying the resulting insight does not happen on its own.
There are plenty of projects with wonderful objectives that create great insight, but fail to produce meaningful outcomes. Consider what needs to be done to get beyond the broader objectives and down to some of the following specific actions:
Use insight to understand the category landscape: Get beyond your world and present an intelligent, complete category or department perspective in a manner that shows how your brand fits into the bigger picture while making you appear less self-interested.
Use insight to get a yes from the buyer: Let a data-based story convince retailers to add distribution or support other programs you’re planning to drive sales. Let the data make the argument and pre-empt objections.
Use insight to own the conversation and gain access: Decision-makers seek out advisors that consistently share useful insight. They return the favor by rewarding them with more time, influence, respect and trust.
Use insight to quantify specific opportunities: Mathematically supported numeric projections are significantly more likely to be believed and remembered. They are also far easier to sell recommendations to other internal parties.
Use insight to develop creative briefs: Replace speculative and superficial “support” with specific and deep insight that provides significantly more focus for agencies to translate into in-market materials.
Use insight to develop design guidelines: Designing products or packaging based on specific shopper-focused criteria prevents the distractions that can creep in with bias and self-interest.
Use insight to settle disagreements or find common ground: It is difficult to find consensus when the parties involved are basing their position on different (often subjective) supporting data. Arguing about the same set of data improves the odds of arriving at a common conclusion.
Having insight and applying that insight are not synonymous. Make sure the insight you acquire doesn’t stop at the point of education, but translates to tactical actions that lead to tangible results.