Analytical and Creative ThinkingInsights teams have traditionally focused on interpreting data, so it’s no surprise that many people drawn to this field are highly analytical. But a successful insights engine requires a combination of analytical and creative thinking: people who can analyze data, uncover the insights that matter most, and present their insights and recommendations in ways that resonate with their stakeholders.
Understanding How Insights Support Business GoalsInsights professionals must be able to see the forest, not just the trees. Kantar Vermeer’s i2020 study found that 75% of respondents from high-performing firms believed their insights teams were business-focused, compared to only 50% from lower-performing firms. Advanced insights teams consider the business impact of their work–and tailor their insights delivery to support the needs of different stakeholder groups.
Storytelling and MarketingFor insights to have a meaningful impact on an organization, insights team members must know how to market to their internal audience. And one of the best ways to market to this audience is to transform data and insights into compelling stories that make stakeholders want to take action.
People are the foundation of a powerful insights engine, but an insights management platform–that is, software that helps teams make their insights accessible, searchable, and digestible–elevates the contributions of those people, encourages collaboration across functions, and allows businesses to act on insights in innovative ways.
An insights management platform centralizes research and content that may have previously been scattered across multiple locations–different vendor portals, shared drives, hard drives, email threads. This means both insights team members and stakeholders have a single place to go for all finalized research and can be confident the information they are accessing is up to date.
For many organizations, it’s not a shortage of data and insights that’s the problem–it’s surfacing the right information to inform decisions at the right time. A good insights management platform will deep index all content so that everything becomes searchable, including words spoken in video and audio files.
The insights function should amplify the voice of the customer and the market, and an insights management platform is the megaphone that helps them do this. Ideally, the platform should give insights teams multiple ways to get information in front of stakeholders. While the platform itself should be the go-to place for accessing insights, teams might also curate content from the platform to share in email newsletters or send notifications about new content to Slack or Microsoft Teams.
One of the most powerful elements of an insights management platform is that it gives insights teams a direct channel through which to engage with their stakeholders (and vice versa). Stakeholders can add comments or ask questions to learn more about resources, and insights teams can look at the platform’s engagement metrics to better understand what content is being interacted with the most (and least). This can help uncover knowledge gaps, new research questions, and insights that are having a big impact.
If you’re searching for technology to power your insights engine but are new to the enterprise software buying process, you might be wondering where to begin. We’ve got you covered with this handy software buying checklist.
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