This is a new outline that I and my analyst colleague Myuran have been working on as our department goes about their yearly planning cycle.
In setting up our insight function from scratch, one of the challenges I’ve found is how to properly evaluate the work and its impact. Often we have to chase our clients for feedback on what we delivered and ask them what they used the information for. It often takes time for insight to reap benefits, so it can be hard to measure tangible value early on.
However, this year we’ve drawn up this mapping to help us demonstrate what we achieve via different pieces of work and what the results feed into to. We aim to use this dataviz to help as context in future briefing and get clients focused on the decisions they want to make. Also, our client teams can use this themselves to map out the data-driven decision-making that they are taking care of themselves without coming through the insight team. That way we can demonstrate the ways that the department is becoming more insight-driven in its decision-making.
We’ll start using this more pretty soon and will no doubt find out if we’ve missed something!
(dotted lines around audience attitudes indicate that we don’t really do a lot of qualitative research ourselves at the moment, our insight team is quant based but we know that qual is important for the fuller picture on audiences).