Written by: Cindy Blackstock, Managing Partner
At the recent Corporate Researchers Conference I attended in Orlando, this one, simple and elegant idea resonated most with me: An insight is meaningless if there is no action prompted by it. This approach to consumer insights is a point of pride here at SIVO. Yes, our core competency is to discover, distill and synthesize human insights, but we don’t stop there. Our mission is to help guide our clients in how to best apply those insights to meet their business objectives.
We’ve developed a three-step process that drives us from insight to action. First, we collect consumer input: the “What.” Next, when we translate that data into meaningful insights; those ideas are the “So What.” And the third, most critical piece is the action, or something we define as the “Now What.”
The “Now What” is highly energizing for everyone on the learning journey – both the SIVO team and the client team – because it takes insights to the next level; it is tangible proof that the insights we uncover add intrinsic value to our clients. They may solve a problem. Or they uncover white space for growth. Or perhaps they can make the team smarter, more empathetic, and more effective consumer-first marketers.
Here are three recent SIVO examples of the “Now What” that have impacted our clients’ businesses:
- Short-term business problem
SIVO partnered with a major grocery retailer to fix a rapid sales decline in key markets. Quantitative data alone wasn’t helping the team better understand specific shopper pain points. We overlaid qualitative, contextual inquiry methods to get at the insights behind shopper behaviors.
SIVO Now What: Our team facilitated a post-fielding activation session guiding the clients to use the insights to pinpoint issues and create specific, realistic, tactical solutions, region by region. Regional teams were energized, felt listened to and had practical solutions to implement immediately.
- Maintaining consumer and marketplace relevance
A national department store retailer tapped SIVO to discover and use insights to build out an entirely new department. The retailer had a loyal audience whose needs weren’t being met for a particular clothing category.
SIVO Now What: We partnered with client’s cross-functional teams, including Customer Insights, R+D, Purchasing, Marketing and Product Designers, to map out the consumer need states and identify must-haves to make the total consumer experience a unique and successful one.
- Global communication strategy
To augment U.S. learning for an international CPG company, we conducted foundational and shopper insights in key growth markets in Europe and Australia.
SIVO Now What: We developed a shopper journey map for the client’s internal organization, so they could better empathize with the customer’s true experience. Our map highlighted pain points and uncovered moments of opportunity to influence behavior. This work helped to align the international team around core insights to influence a global brand communications strategy.
I am so proud of these examples and the fantastic work our talented team does in this space. Like any good business, we never stray from our roots and we always start with a deep understanding of the consumer. When we identify the “So What” and use that to impact the “Now What,” our partnership with clients and the work we do together has a bigger purpose. We provide meaning and value to the relationships that customers have with our clients’ brands…our true north of insight leading to action.