Those who have worked with me know me for repeatedly asking “So, what”. I don’t stop with the facts. I push to know their implications to the business. If there are none, it is not worth pursuing. The question “So, what” is part of a larger framework of questions guiding the analysis process:
An insight extraction process involves repeatedly answering these questions until we see the thread, we are saturated and are sufficiently confident to answer the business question “now what?”
Getting to deep insight is a collaborative exercise. I am an expert in analytics. You are the expert in your business and market. We ask each other questions and answer them to get deeper. Together we are best at developing a 30,000 feet perspective on what we learned and put findings in perspective. As your right hand, you can trust me for connecting well with you as well as with your client and stakeholders.
An effective way of developing deeper insight is by learning over time, across businesses, markets, and studies. That’s why we often go back to earlier experiences and draw analogies. Similarly, it is great to have benchmarks in place to see if you are doing better or worse than before, and why. We learn more if we tap into tacit business and market knowledge and match it with the study at hand.
Insights are most likely acted upon if we share them in an engaging way. That’s why I prefer to work from a stakeholder map to draw up our insights and engage in storytelling to make the insights come to life. I can work from different audience-specific formats, e.g., data-driven presentations to brand teams, action-driven presentations to executives or story-driven presentations for conferences and town-hall meetings.