We’ve all heard it before—actions speak louder than words. When clients come to us for customer insights, they don’t want just a bunch of information on a slide; they want something they can put into action. If you’re like them, you desire outputs that set you up for the next step, something to move your brand forward, insights you can take and work towards implementing. Data is good, but putting that data into action is better.
Here are three things you can do to move your research from simple information to actionable insights:
1. Go behind the data.
When looking at data to tell a story, I often ask myself, “Why does this matter to the business? What does this data point or set of numbers mean to our objectives?” I can chart numbers all day, but that’s not enough to turn data in action. What separates a good piece of output from a great piece of output is when we’re able to extrapolate what the data is saying and illustrate why the information being shared should matter to the client and his/her team. Stating that “awareness is 52%” is nice but telling the team that “the marketplace is crowded, and they need to find a way to break through the clutter” is better, it sets the stage for action and presents a path forward.
Data is good, but putting that data into action is better.”
2. Listen to your stakeholders.
Ultimately, the best way to set yourself up for successful, action-oriented outputs is to listen to your team members. Objectives on a page only tell half the story of what they may want. The other half comes from reading between the lines and listening to your colleagues, up to and during the course of the research initiative. Learn what’s most important to them and what they need to move the results forward within the organization and use this input to fuel your storytelling and reporting, laddering up to an end result that is both actionable and attainable.
Your call to action will fall on deaf ears if you don’t build a story around it. Crafting a cohesive narrative which is rooted in your business objectives is paramount.”
3. Craft a story.
Your call to action will fall on deaf ears if you don’t build a story around it. Crafting a cohesive narrative which is rooted in your business objectives is paramount. Take your team on a step-by-step journey through the data to ensure they understand that the action-oriented outputs you’re recommending are built on, and backed by, clear and directional insights.
Are you ready to speak louder to create more action?
