Sell with Insight
INSIGHT on INSIGHT
A series of 64 articles that overviews and explains how to design, execute, analyze and apply insights. Learn how better insight can guide better decision-making and lead to better sales results.
Start at the beginning if you need to learn the basics first.
Or pick the topic that is more relevant to your current needs.
There is plenty of cross-linking so you should enjoy getting lost along the way.
Why You Should Care About Investing in Insight
From the What to the Why to the What If
Getting beyond POS data (that’s Point Of Sale)
Getting to the Why (or the root cause)
Three degrees of insight: The primary, the secondary, and the tertiary
Overview of Designing Insights
Understanding Quantitative Insight
Understanding Qualitative Insight
Comparing Quantitative and Qualitative Approaches
Can I do it myself or do I need help?
Picking a third-party agency that’s right for you
Interview Questions for Third-Party Agencies
The Components of Cost for Insight
Setting the Right Insight Objectives
Planning the Delivery of Results
Defining the Timeline for an Insight Project
Defining the Scope of an Insight Project
Establishing a Budget for Your Insight Work
Gathering and Incorporating Existing Information
Structuring the Right Analysis Plan
15 Principles for qualifying the right respondents
Controlling Errors in Analysis
Controlling Interpretation Error
Separating the Signal From the Noise
Applying Quantitative Insights
Utilizing Broad & Shallow Insight Design
Utilizing Narrow & Deep Insight Design
Utilizing Sales-Based Insight (or Data-Point) Design
Utilizing Multi-Phase Research Designs
Utilizing Ethnographic Immersion
Utilizing a Category Assessment
Utilizing Decision Maps or Decision Trees
Utilizing Mobile Research Platforms
Studying the Stimulus (that is, the content)
Studying the Zero Moment of Truth (ZMOT)
Studying the First Moment of Truth (FMOT)