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Insight - a term thats widely used but rarely mastered. IO Consulting help businesses get greater return from their investment in market research and insight. We are an experienced team of insight professionals, providing a range of services that can compliment an existing insight department or bring capability where none already exists. Our approach is unique and highly flexible; we can be available to you for a few hours, a few days or as part of a longer term partnership. Our business allows you to access the skills you need at the times you need them.
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Ignite Insight: An Insight Health Check
IO Consulting
Insight: widely used, rarely mastered
The statistics* for insight aren’t great:
o 60% of companies don’t see their insight as a source of competitive advantage
o 54% don’t agree it provides good return on investment
o Only 28% feel their company provides sufficient funds for insight
o 90% of companies fail to move beyond using insight as a ‘manager rather than a leader’
• The reasons why so many companies struggle with insight are complex – but we found internal factors play a significant role
• 15 years ago knowledge was power, transforming knowledge into ‘insight’ is now the name of the game
90% of businesses fall in stages 1 & 2*
* Sources: Boston Consulting Group & IO benchmarking
“Our understanding of consumers was insufficiently deep, so the opportunities
created from insight weren’t large enough” VP, Unilever
Stage 1
The tactical order taker
Stage 2
The Business Contributor
Stage 3
The Strategic Influencer
Stage 4
The Foresight
Leader
Insight: users versus generators
• Insight is still a relatively ‘new’ discipline within marketing. As a result many organisations have different approaches to the development and resourcing of the capability
• What is consistent, however, is a frequent gulf in the perception of the capability between those that generate (e.g. market researchers or insight managers) and those that ultimately use (e.g. senior leadership, product developers or marketers)
• A deeper exploration of these perceptions is vital in order to make progress in truly igniting your insight capability
• Many assume organisational design holds the key to the solution but our benchmarking has highlighted the drivers are more fundamental
”My insight managers are undoubtedly highly skilled
researchers but I donʼt naturally think of them as business
leaders” - MD
“ I just donʼt get time to stop and think, we are swamped with requests, and end up in a
reactive perpetual fire fighting mode” – insight manager
Sources: IO benchmarking
A failure to ignite: the root causes of insight heath issues The Ignite Insight Health Check has two fundamental areas of focus with several underlying drivers. From our benchmarking they are consistently the root cause of any issues or positive aspects of an organisations insight performance. Within each driver we can provide a ‘temperature check’ versus our benchmarks
Quality Engagement
Drivers:
Corporate Vision
Senior Stakeholders
Budget
Accountability
Organisation
Drivers:
People
Process
Mix
Vendors
Ignite Insight: IO’s Insight Health Check
• The Ignite Insight Health Check examines all aspects of an organisation’s insight infrastructure and performance and benchmarks it vs peers / best in class
• The diagnosis results in clear recommendations for improving insight, focusing on the actions that will have the biggest positive impact
• Ignite Insight is designed for senior managers with responsibility for delivering insight, who feel they could get greater returns from the investment they make
• The benefits of the Ignite Insight Health Check are:
o a thorough understanding of both the symptoms and causes of insight under-performance
o a clear view of insight performance vs best in class o recommendations for improving insight
performance
An holistic and objective diagnostic assessment of insight health
Improvement recommendations
External benchmarking
Internal assessment
Ignite Insight: typical process
Timing: 3 – 5 weeks, depending on stakeholder availability Costs: dependent on scale of business assess (but typically less than a couple of focus groups!)
IO Benchm
arking
Final report and recommendations
Desk Review Current approaches and practice –
project examples, output etc
Interviews Current perceptions and stakeholder
ambitions
Briefing meeting
Assessment and diagnostics
Working session – learning, debate & implications
IO Consulting: a unique perspective
• IO Consulting specialise in helping businesses maximise return from their investment in consumer and customer understanding. We either work alongside existing client side insight teams or bring capability where none already exists
• Our team have lived through the challenges of insight generation from both sides of the fence as ex-heads of client-side insight and as founders of successful research and innovation agencies.
• We believe in tailoring our approach to our clients and avoid ‘off the shelf’ solutions. The diverse backgrounds of our team mean that we have a strong appreciation of the varying insight challenges across different markets and sectors
• Our experience of both leading insight projects for clients as well as reviewing and optimising their insight infrastructure gives us a unique perspective – understanding the needs and challenges of insight practitioners and stakeholders alike
“Before you become someone's consultant, make sure you walk a mile in their shoes. That way, if they don’t like what you say, you're a mile away from
them and you've got their shoes”
Three reasons to work with IO Consulting
Responsive • Our team is ready to go when you are, we are able to hit the
ground running • No job is too large/ small. We’re available to you for a couple of
days, a couple of months or as part of a longer term relationship
Flexible • Our support can evolve with the project. Unlike single freelancers
we can flex specific capability and experience in/out as needed • Any individual can also draw on the wider experiences and best
practice developed within IO Consulting
Accountable • Our team members are highly experienced with the skills
necessary to turn insight into impact • In every project we hold ourselves accountable to that impact,
not simply the number of days worked • A senior director will always be involved in a project and if our
team do not deliver, the buck stops with us.
We are able to bring you the insight capability you need in the form you need it. Our offering is unique, giving companies a new way to access the skills needed to turn insight into profitable action
