Inciting Change Thru Research
HOW WE APPROACH RESEARCH
We are passionate about seeing our marketplace insights make a change. Insighting Ideas exists to improve the lives of B2B customers and the company employees who serve them. Accordingly, our approach to learning emphasizes three timely principles:
Maximize creative learning: We believe the most effective research doesn’t just inform – it should inspire! We employ leading-edge methods that generate the most fruitful insights.
Minimize cost/time: Because companies have to learn faster about more customers more frequently, we apply efficient technology to lower cost and time barriers.
Maximize internal impact: Our passion is managing change, not just managing research. Our engagements start by engaging internal decision-makers before we conduct external research and continue with follow-up impact sessions afterwards. This way we maximize the impact of your research investment.
WHERE WE PROVIDE INTELLIGENCE
Our investigations focus on connecting companies with their (potential) customers these ways:
- Brand and product imagery
- Positioning for products and brands
- Product and service requirements
- Prospect buyer profiles
- Independent win/loss analysis
- Decision process mapping
- Messaging / advertising optimization
- Leadership team discovery
- Internal alignment
HOW WE IDENTIFY INSIGHTS
Our objective in conducting research is to energize and guide the idea development process. Therefore we search for fundamental market drivers and insights behind the ‘findings’, not just the ‘findings’. This extends the impact of the learning beyond the immediate study to all your other research, setting subsequent learning on a solid foundation.
Expertly-moderated in-person focus groups, triads, and individual interviews with audiences from C-level executives to engineers to consumers. We have experience managing worldwide research projects across Europe, Asia, and Latin America.
In addition to perfecting these traditional methods, we employ these innovative tools to unearth additional insights:
Put your customers to work for you both in the co-creation of products they want to buy (and you want to sell). Direct facilitated customer/client workshops for customer-centered innovation and faster buy-in by internal stakeholders
Video discussion groups that allow for better probing and visual feedback than traditional focus groups. Travel time and cost are eliminated, so you can devote your research budget to research! Best of all, the impact of learning inside the company is multiplied because more clients can “attend” without any travel costs!
In-depth on-site (video/photo) interviews with key audiences where they work and live to provide ethnographic prospect profiles
Group Phone Sessions are great for quickly getting direction from hard-to-reach audiences around the country and response to online concepts. Quartets provide the energy of group interaction while allowing for in-depth individual probing.
Hybrid online methodology that melds the in-depth learning of qualitative research with the power of quick-turn quantification to reduce cycle time, increase understanding through real-time probing and real-time cross-tabs, and increase adoption of customer learning by increasing client participation through web access.
HOW WE APPLY LEARNING
These research capabilities can be applied in proven ways to maximize the impact of market insights inside your company:
Bring your prospects – and customers – alive inside your company by personifying them and nailing the KBI (Key Buying Insight) – the single most important reason your offering is chosen over others… or not. We transform dry user data into prototypical people who colleagues in sales, development, finance, and other departments can relate to.
To profile the decision-making process for major company investments, post-decision individual interviews are conducted with key deciders and influencers of decision-making groups. Multiple interviews in the same company provide a 360 view of all influencer, user, and decider roles.
Wi-Bi™ Win/Loss Analysis
Independent analysis of the drivers differentiating between deals won and lost to help your sales force win more. We don’t just analyze each transaction, but also provide a framework for all engagements and do so in a way that engages (vs. enrages) the sales force.