When a little insight can be just enough….

Once upon a time, not so very long ago, commissioning an insight project typically meant embarking on a long and often pretty expensive journey.  Projects routinely ran for 8+ weeks and while you might get some results more quickly, the really meaty insight wouldn’t be delivered until the final debrief, usually many weeks or even months from the start of a project.

Luckily, the nature of insights delivery is changing, and insight projects are both faster and less expensive, largely due to a shift in approach.  Insights have taken their lead from UX and are increasingly adopting a ‘just enough’ iterative approach to insight and development.

While some sectors have been resistant, continuing to throw the world and everything in it at one, annual, post-experience survey – regardless of whether it fits their needs, others are adapting to this more agile approach and reaping the benefits.

So why is an iterative approach better than a one-hit wonder?  Because it’s a fluid, continual process of exploration, development, testing and reviewing. 

Given the pace of change in today’s world; social, economic, behavioural, legislative, environmental and political, what’s appropriate now, might not be next week, month or year, so the drive for more continuous and iterative insight to drive business decision-making is more appropriate than ever. 

Many organisations have historically been nervous of taking decisions based on ‘a little insight’ – it’s true, many poor decisions have been taken as a result of inadequate (too small) or biased samples.  However, that doesn’t rule out the iterative approach, we just need to be more mindful of sampling (who we speak to), objectives (what we want to know) and rationale (why we want to know it) and design the right approach accordingly.  

A small sample of the right people delivering their views on a particular product, service or experience (inductive not deductive) can often generate far greater insight than a large, untargeted, potentially biased online survey sample, which can also often mask the small, but essentially important stuff. 

We’ve all spent the last 5 years or so talking big data –  is it time to start sweating the small stuff?

Posted by: Lisa Holt

Anyone can gather insights, right?

True enough, there are loads of ‘do it yourself’ tools available out there and it doesn’t take a rocket scientist to create and send a customer survey, but as one… Read more »

Unlocking business success

In today’s dynamic business landscape, understanding customers has become more important than ever. Consumer preferences are constantly evolving, and businesses need to adapt quickly to stay competitive. Market research plays… Read more »

Why is gender equality important?

As a women, research business leader, I feel that it’s important to mark International Women’s Day now, more than ever. A recent Ipsos Mori study, found that almost 1 in… Read more »

My family

Happy anniversary!

When I jumped on the Zing train 12 years ago and we symbolically launched on American Independence day, I had no idea I’d still be driving it 12 years later,… Read more »

So here it is…..

2022 has passed like a whirlwind – we’ve been busier than a busy person in busy world, not that we’re complaining – the opposite, in fact, we’ve had an amazing… Read more »

Merry Christmas from all at Zing Insights

We’re just crossing the Ts and dotting the Is before signing off for the Christmas break – and a much-needed break it is too. What a year it has been… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.