EVANGELIZING RESEARCH TO INSPIRE ACTION

JANICE MORRISON

Senior Research Consultant

JASON KRAMER

Managing Director

PROBLEM: Insights are Getting Lost Because They’re Not Being Evangelized

Thinking of times when internal stakeholders have not included the research or insights function in important business decisions, why do you think this has happened?

Lack of awareness of insights fuction’s

capabilities 62%How do you deliver and report insights within your organization?

Small-group presentations

Written reports

95%

94%

“More use of videos or anything visual – the medium may or may not be the message but it sure MAKES (or breaks) the message.” – Quirks respondent

THE EVOLUTION OF THE INSIGHTS

FUNCTION

Collecting & Reporting

Data

“How Can InsightsCreate Action?”

Distilling Insights

Storytelling

Most insights teams have moved to the “storytelling” stage, but we think the

theme of 2016 is going to be answering the question: Creating

Action

TOOLS FOR CREATING ACTION

VIDEO STORYTELLING

INSTALLATIONS

PHOTOGRAPHY

INTERACTIVE SITE

INFOGRAPHICS

WORKSHOPS

Our litmus test for success as an MI Team is how our work was used to

If there were no actions taken as a result of the research, then we have not succeeded.”

drive decisions and

ultimately results.

— Neil MarcusAssistant Vice President

CUSTOMER JOURNEY TRANSFORMATION

RESEARCH

Case study

How Can We Understand the Customer Journey Across MetLife Products?

Determine relative Importance of Journey Milestones to Customers

Understand customer Expectations when Transacting with us

Identify the Value of New Potential Transactions & Channels

Quantify MetLife Performance and Opportunities to improve service

Measure MetLife vs. Competition and Best-in-Class companies

Objectives

Customer Journey Milestones

Qualitative Research

Quantitative Research

Secondary Research

SHOPPING BUYING USING

Consideration Purchase Onboarding Billing/Payment/Remittance

Renewal Claim Policy Modification & Services

Cancellation

Multi-Phased Method

Transforming the Customer Journey:

THE STAKES

Why the research was

IMPORTANT

Why partner engagement was

CRITICAL

Why MetLife partnered with

VITAL FINDINGS

METLIFE MI’S TRANSITION TO ENABLING BUSINESS ACTION

Collecting & Reporting Data

Distilling Insights

Creating Action

TECHNIQUES USED

EVANGELIZATION

Competitive Review Identified Potential Solutions to Key Pain Points

Trend Research

Framed the Broader Context

PersonasGave Facesto PainPoints & Opportunities

Key Insight Pamphlet & Insight Prioritization Activity

Workshops Identified & Solved for Customer

Pain Points

Workshop Invitation Video and Teaser Insight Video

Built Excitement

MetLife’s Studio 1 Newscast HelpedSpread the Story

Tips for Creating Action —“Creating

Action” Cards

http://bit.ly/1oPGRl2