Activating insight is arguably the most essential part of the research process – if the insight isn’t used at the end of it, what was the point of generating it in the first place?
Unfortunately, most insight that we generate isn’t acted on in a way that really unlocks the full potential of both the insights and the client’s ability. If they are taken into decision-making processes in that instant then the insights are partially useful, but how do we help insight retention and long-term use? This is what we are attempting to encourage with a full list of ways in which you can ensure insight is listened to and activated throughout your organisation on a regular basis.
These fifty-one ways are all proven to enhance insight inspiration, retention, and activation in organisations in all industries, so the insights you generate stand a chance of impacting the firm in a positive way.
51 Ways to Activate Insight
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Which Ways to Use?
Obviously, using every single one of the ways would require a herculean effort from all within the organisation; the best way to use this information so that you can use the insights you’ve generated for the best of your ability, is to pick and choose the steps that will work together in your business – tailoring your insight activation programme to best suit the inner workings of your organisation, and adding in more ways when the dust has settled and more can feasibly be accommodated.
Currently, insight professionals and businesses are utilising a top-down approach, where insight reports are filtered through the c-suite and senior managers, with the lower level employees not even getting a look in to see why they’re doing what they’re doing. This obviously isn’t working as insight activation is at an all-time low. Determining which are the most feasible steps is entirely up to you, but a bottom-up approach is key to insight activation.
Allowing all staff access to insights, data, and research, and communicating their importance and widespread application enables all employees to learn how to embed insights into their own decision-making processes, on both individual and team levels.
Building in the smaller steps, such as the regular communication of insights (in a variety of mediums), creating a research help desk to help guide any insight queries from non-research teams, and providing universal DIY access to simple research tools will help integrate research and insights into the normal routine workings of the organisation at all levels. Then the larger steps like developing a structured knowledge platform and implementing internal research events (for case study showcasing, brainstorming, and networking) will fall into place easier and more naturally.
Once a few of these steps are integrated into the organisation and used on a daily basis to factor insights into all decision-making processes, a culture of insights will start to form and perpetuate the success with increasing ease, allowing for all insights and the organisation itself to reach its full potential.
Experienced and passionate about illustration and graphic design, Sophie strives to bring life to the FlexMR brand through creative, impactful and inspiring visual communication. Sophie’s unique vision and adventurous background inspires a myriad of dynamic and entertaining visual content. You can follow her on Twitter and connect with her on LinkedIn.