Modern-day Insights role:
- Doesn’t create a 60-page PPT presentation
- Fights for insights in the business
- In the debrief, speaks about the actions to take from insights
- Uses multiple data sources
- Doesn’t use pie charts
- Knows that data visualization is important, but storytelling even more
- Doesn’t design surveys that take 25-30 minutes to finish
- Cares about respondent experience
- Prioritizes data quality as the number one thing
- Spends time internally to understand other departments' needs
- Doesn’t do read-from-slides presentations
- Understands that insights without actions are not worth much
- Uses AI to accelerate every part of the research process
- Is curious to explore new tech and methodologies
- Has a framework for insights that keeps evolving
- Asks amazing questions
- Knows how to write prompts
- Makes sure that insights get the credit they deserve
- Represents the voice of the customer inside the business
- Involves everyone in the research process
- Is productizing insights
- Centralizes insights and research to serve as a hub for making decisions
- Shares insights all across the business in small bite-sized pieces (audio, video, one-pager)
- Connects insights to strategy and actions to improve sales
- Tailors the format of insights depending on internal stakeholders
- Always has a customer story and analogy ready to go
- Networks and shares the work
- Focuses on understanding and listening
- Attends Insights Chats
- Always asks, “So what?” 🚶🏼