In this new year I have been considering what I've learned in 2018 and how to take it with me into the new year. How can I use and integrate insights accumulated into the next year and next steps of life and of work?
This personal process is similar to an Insights Workshop; when teams Integrate what they have learned in research fieldwork into action, next steps and innovation.
-- Pictured Above: The KNow Research Team Integrating Insights. --
Sometimes however, insights work ends with the Synthesis phase. We report on the findings heard during fieldwork and what it means to our client but leave without partnering on the Integration step. If we did this in our own lives, resolutions wouldn’t be tied to what you learned/did/saw/experienced in the previous year!
My resolution this year (and a little call to action to my colleagues in the insights industry) is to take one step further along the path. Lend a hand in creating time and space and structure to integrate Synthesis into the all-important next step of Integration.
Consider conducting Insights Workshops. But don’t worry, this doesn’t have to be a herculean task! This step can take place in as little as a couple hours, or as long as a full day. In this time, walk the team through a creative work session or a design thinking process to start thinking about when, why and how insights can inform the next steps of the process.
Here are some examples to consider:
· At the end of a usability study, there are clear improvements to be made to a process/product...Replace that stodgy ‘Recommendations’ slide with a clip reel of the struggles you saw and start a brainstorming session of ways to address them.
· The team now has a new/refreshed version of their target audience Personas to reference...Instead of producing a stagnant leave-behind, coordinate an immersion session when representative participants come and visit the team and share their perspective.
· The Customer Journey is now clearly defined...Immerse the team in that process, simulate it if possible! Help them plant flags in the ground along the way to improve or surprise and delight customers at key moments.
Most recently, we had a client in the retail space who had conducted 9 months of qualitative customer understanding work consisting of mixed methodologies in multiple markets. In addition to Synthesizing the learnings, we conducted a strategy session to help them Integrate the overarching themes into the next round of product and campaign development.
How else have you Integrated insights into next steps? What else do you resolve to do to connect Synthesis of insights with Integration?