We’re well aware of the challenges of converting insight to impact. In this paper, presented by MESH Experience and LATAM airline at ESOMAR LATAM in Buenos Aires last month, we explored how taking a human-centered, lean approach to research generated insight that made a real difference to decision making, right through to the C-suite.
The paper outlines some of the key techniques and methodologies adopted by both client and agency in order to get better quality insight and deliver the right insight when it was needed the most. This practical presentation is full of tips and how to guides, applicable to a variety of situations and business issues in the marketing intelligence realm.
As the Latin Airline giants TAM and LAN joined forces, they faced a host of challenges as they restructured to gain efficiencies, whilst shaping a strategy for the new LATAM brand. These challenges made it even more necessary to create the most efficient and effective brand tracking vehicle possible.
We took the following flight plan in order to reach our destination of successful insight and decision making.
1. Taking the Consumer On-Board
This meant a consumer (not metric) led approach to data capture and analysis, making it more real-world. MESH Experience believes in understanding experiences and occasions; capturing information in this way was vital to getting true-to-life metrics that were more accurate and actionable.
2. Clearing the Runway
To prepare for take-off we needed to clear the road ahead and simplify all elements of the tracker.
Firstly: Start at the end! Have objectives to hand when outlining the scope.
When kicking off projects, outline what success looks like. MESH Experience uses a project charter document which gets everyone on the same page. Having stakeholders’ needs front of mind means you can make this the focus of what you decide to put into the study.
Secondly: Don't lose focus when designing the study.
We had covered every element of the flight experience. But it was doing us more harm than good. This left us confused as it was difficult to navigate and focus, both from an analysis perspective but also from the end user of the insight.
So we decided to revamp. Again.
We took the opportunity of streamlining everything to only what was essential. Though this left us with less granular data, it was more powerful, as it gave us clarity of thought.
3. Changing Your Flight Path
When you are going to make decisions like the ones we just looked at, you are going to have to know how to deal with change. It’s being armed with the confidence to manage that change which will help you get through it.
This can be done by focusing on four areas:
- Involve people in the process
- Transparent and clear communication
- Show that core information remains accessible
- Illustrate how decisions will be made from now on
4. Ensuring a Smooth Landing
Our ultimate measure of success was landing insight into the business. This means the difference between understanding and confusion; ultimately if your insight gets used or not. However good the insight is, it’s as only as good as the audience understands it to be.
Some ways to help achieve this include:
- Automation to add value and empower users – enables agencies to do value-added thinking and engages stakeholders to explore the data.
- Flexibility in analysis and delivery – tailoring deliverables to needs rather than templated off the shelf chart heavy decks.
- Ensuring everything you present has a purpose – avoid falling into presenting metrics for metrics sake or because it has been done historically. Strip down your analysis to the essential.
With the new format of insight, delivered in a flexible and timely way, we had an edge over previous data, and it gained us attention. MESH Experience and LATAM worked as true partners and having this flexibility in the approach and openness to continually improve and learn whilst challenging the status quo, was key to our success.
Download the full presentation for FREE to learn more about how MESH Experience helped LATAM Airlines soar to new heights!
Marcello Garritano, Regional Director, MESH Experience Latin America