reducing time to insight: creating, curating, and socializing insights in a time compressed world
DESCRIPTION
Information and insight are fungible commodities. You are facing a deluge of data while the time available to understand and leverage it is plummeting.There is a huge pressure to deliver actionable insights fast, because decision makers need to act and have no time and very limited bandwidth for details. No one has time to read, assimilate, and act on long reports. We have seen research timelines move from 14 weeks to 8 weeks to 1 week. And speaking of reports, we have moved from 200 page word reports to 200 slide reports to 12 slide reports. We need extremely targeted insights delivered in extremely short timelines. So the question is: how do you get faster, more actionable, insights? We tell you how we built an ecosystem that is optimized to capture and deliver high impact insights very quickly. In this ecosystem, timeliness is an integral part of insights because they are only useful if received within a narrow range of times. In order to deliver insights that are actionable and timely, you must optimize the system, process, and delivery vehicle for the critical insights needed for decision making. This is like a Next Gen version of Just in Time manufacturing process, only it is for information and insights. http://www.skimgroup.com/skim-and-att-at-foci-2014TRANSCRIPT
Creating, Curating, & Socializing Insights in a Time Compressed
World
Brooke Shafer
@SKIMgroup Mike Mabey
1st
phone
Touch
phone
Rotary
phone
Internet
Rapid
Innovation
Phase Telephone
Technology
Network
Technology
Fax
WWW
1876 2014 2007 2003 1963 1942 1919 1969
2013 Advertising Campaigns Jan Dec
With Rapid Innovation,
Comes Rapid Communication
Our most precious
commodity
TIME
No one has time.
Hyper-competitive
world
Fast changing Extremely targeted insights
Extremely short timelines
An optimized ecosystem with the explicit end goal to deliver decision-making insights
HOW?
It isn’t about conducting research
It is an insights ecosystem
CREATING CURATING SOCIALIZING
Getting
awareness, buy
in, support and
action for specific
insights
Bringing order,
clarity, and
context to the
insights
Optimize teams,
processes
needed and NOT
needed to deliver
insights
CREATING CURATING SOCIALIZING
Case study
The Kids Campaign
Creating
The Team
A seamless team of experts
Ad agency
Media agency
AT&T Advertising
AT&T Marketing
Retail stores
SKIM
Creating
Think ‘Lean’
Seamless
Transparent
Creating
Standardize Templates are your
friend
Eliminate
Standardize
Trust your partners
Curating
Know what decision makers
DON’T need or want
Curating is identifying
WHAT should be delivered
and HOW it should be delivered to
inspire
Socializing
No Surprises!
Know HOW
so decision makers
can
to deliver insights
ACT
Seven key insights
Demands for more
actionable insights
The need
for speed
is intense
Know what
decision
makers
DON’T
need
Know HOW
to deliver
insights
It’s about
INSIGHTS
The right
team is
critical
Don’t be
afraid to
innovate
Four learnings from fast turn research
Fast, Reliable, and Fun
work
Humor is expected
Don’t make it
complicated
Keep the message relevant
