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How the Best Marketers are getting Deeper Insights

Denyse Drummond-Dunn | Dec 15, 2015 38 views No Comments

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Are you as busy as I’ve been, trying to deliver on all your final objectives before year-end? Stressful times indeed, but this post is a must-read if you want to start 2016 ahead of the competition!

I’ve just returned from running a two-day workshop in Japan. The topic was Insight into Action with Impact. One of the things that I loved about the workshop was that marketing was invited too. Even though market research and insight (MRI) groups generally still report into marketing in most companies, it seems to me that they are often working on different planets! In many organisations, the collaboration between these two departments goes not much further than project briefings and results delivery.

This is not the case with my client in Tokyo; this MRI group has a wonderful working relationship, not only with marketing but also with Channel, Sales, R&D, Finance and even Legal. They have understood that insight development is too important to be left to the market research team alone (>>Tweet this<<) and have worked hard to build strong relationships with all the other departments in the company.

I am sure that many of you reading this, are asking why this is so important. It is NOT important, it is VITAL! Insights are the golden nuggets that we are all searching for (>>Tweet this<<). Successful businesses depend upon deep customer insight. They understand the power of engagement built on insight to connect with and inspire their customers. And yet many companies continue to leave this to the insight team to develop and deliver on their own. It’s as if they believe that this group have some natural-born skill or magic that enables them to do it while others cannot. Don’t worry, we can all do it with the right training and a few tools.

Great companies understand the importance of insight generation and the challenges faced by everyone in developing them. This is why the best marketers search for greater collaboration. I always encourage the market researchers in my client companies to socialise with other departments, rather than sitting behind their computers all day. The best marketers already do this, do you?

So if you are struggling to develop insights that will truly resonate with your consumers or customers, I suggest you follow these tips which I shared with my client’s marketing and insight teams this week. Despite being some of the best marketers I know, they are still keen to progress their thinking and processes to embrace customer-centricity in every area of their organisation.

  1. Turn business objectives into customer-centric ones. If you are defining your objectives in terms of the business, such as increasing sales, beating the competition or increasing awareness, you are not thinking customer first. Instead, identify what you want to change in terms of your customers’ behaviour or attitude and you are likely to meet with more success. This is because you will be thinking about your customers’ objectives rather than (just) your own.
  2. Insight generation should start with customer connection (>>Tweet this<<). When was the last time you personally spoke with your customers? If it wasn’t in the last week, you’re not getting out enough! Make a habit of regularly watching and listening to your customers. They are changing faster than you may realise, so it is important to keep your finger on the pulse of market changes.
  3. Have regular contact with all other departments. It is impossible to really understand the business if your contact with other groups is limited to meetings and presentations of analyses you have conducted or plans you have written. It must become a daily habit, so you are the true voice of the customer / consumer internally.
  4. Get MRI to share their nuggets of information at every occasion. While they may present findings in formal meetings and presentations, I know that market research and insight learn new things about the business every day, so why not share them? Every project and every analysis turn up more information than that for which it was designed. Somehow these learnings get lost as they are not seen as relevant to the question at hand. However, make them a regular part of your newsletters, Lunch & Learn sessions, or internal “Tweets” and they will surely inspire new thinking.
  5. Get into the habit of speaking with consumers at every chance you can. Suggest to join in when research projects are being run, listen in to call centre conversations, speak to demonstrators and merchandisers, or even talk to shoppers at retail. These connections can quickly become addictive as they are for the best marketers in the most consumer-centric organisations. As an added bonus, the insight development process will become both quicker and less challenging for everyone.
  6. Ask MRI to analyse more than market research information alone. They are the best synthesisers you have and can manage multiple data sets from all available sources. There is so much information flowing into organisations today that there is more data than even the best marketers can manage. According to IBM, more than two-thirds of CMOs feel totally unprepared for the current data explosion, especially as it relates to social media. And in some research conducted by Domo, a similar number of marketers claimed to be unable to handle the volume of data available to them. Ask MRI to help and you will be better informed and feel less overwhelmed.
  7. Remember that insight development takes energy and time. Although my client’s teams got close to the perfect expression of an insight in just two short working sessions, it usually takes days, if not weeks or even months to refine, group and synthesise information down to an actionable insight. However, the right training and some simple tools can speed their development for even less than the best marketers.
  8. Insight development should involve more than the insight team, which is why it is important for them to build relationships with other departments. The alternative perspectives brought by the other groups will enhance the overall understanding of both the customer and the market situation you are looking to address.

If you work in marketing or even another department outside of market research and insight,  I would love to hear what you do to develop your relationships with them. Do they involve you in insight development or only deliver the results of their process to you? What could you and they do better to make insight development and customer understanding easier in your organisation?

For more information on our training courses in insight development and brand building, please check out our website or contact us here. Let’s have an informal chat about how we could support your brand building efforts or provide fun training days, as we already do to businesses in many various industries. We love customers, consumers and clients!

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