The Insights Revolution: A Time to Take Action

The Insights Revolution Questioning Everything informed by Grenville39s threedecade career in research makes the case that despite an explosion of information business leaders are starved for wisdomamp160 Interviews with over 30 global leaders in research marketingamp160and strategy proved that all industries face similar challenges and while media owners have made major strides quotmuch research has been conducted for noninsight related usesquot Grenville remarked during a recent interview with MediaVillageamp160 The book illustrates a preoccupation with reporting and measurement that may be holding back the media industryamp160 quotWe need to move past that to providing solutions to the question of what do we do nextquot he saidIn some cases research has come out of the media backroom and into the forefront of business decisionmaking as Grenville learned from interviews with Discovery39s Executive Vice President of Programming andamp160Research Mike Greco and Howard Shimmel former Chief Research Officer at Turner among othersThere is also the trend of media owners and other organizations bringing in talent to generate insights internally a DIYapproach to research that helps move from reporting to solutionsamp160 The most successful organizations will treat external partners as if they are employees amp160quotIt39s not just fulfilling the job and delivering some dataquot Grenville explainedamp160 quotIt39s about being truly focused on the business problemamp160 In order to do that you have to be part of the teamquotIn his book Grenville suggests that today39s market research firms will go the way of the dinosaurs which is not as hopeless as it may soundamp160 While we know dinosaurs to be extinct their agile descendants live on in the form of birdsamp160 quotBig suppliers are going to have to fragment and change and evolve in ways that we could not imagine nowquot Grenville saidamp160 quotWe39re not going to have the pterodactyls flying aroundamp160 We39re going to have the small nimble birdsamp160 These will survivequotThe practices that Grenville advocates building a rapport with respondents and putting people first amp160were tenets of his own research for the bookamp160 quotI reached out to people and asked which subjects resonated with themquot he saidamp160 quotI gave them choicesamp160 Iamp160gave them inputquotamp160 Outdated research methodologies now in question often put the respondent on the defensiveamp160amp160quotAsking people 39why39 is not just unhelpful it is dangerously misleadingquot Grenville assertedThe misconstrued definition of an quotinsightquot also stands to be misleadingamp160 Grenville writes that an insight is not the end goal but the transition between data and decision and while quotinsightquot can be an overused and mislabeled term it is preferable to quotresearchquot which is a process not an outcomeamp160 quotWe have to focus on decisions and where we want to headquot he saidamp160 quotThat stops you from falling into the trap of saying 39Okay I have a bunch of numbersamp160 I39m going to tell you what those numbers are and that39s going to be our insight39amp160 Well no that39s not an insightamp160 amp160That39s a research resultquotReview results make insights and take action is the rallying cry for this revolutionTo purchase Grenville39s book visit httpswwwtheinsightsrevolutioncomClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The Insights Revolution: A Time to Take Action

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Charlotte Lipman

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