Crafting a quantitative segmentation to identify promising targets for your business is a highly technical process and takes incredible amounts of time, effort, and cross-functional collaboration.
Unfortunately, once the final report is presented, many teams do not take the crucial next step: sharing with stakeholders and agency partners how they can effectively activate the findings to inform business and creative plans.
At Quantum Leap Insights, we build on the strategic report findings to create clear, actionable next steps to ensure that your investment is fully realized, working with you to socialize key segments and create an intuitive playbook that can be leveraged by teams across the organization.
This process includes personally gaining experience with the segments, building empathy with them by interacting beyond the PowerPoint presentation, and internalizing learnings.
Here are a few of the strategies we’ve recommended to help teams leverage their quantitative segmentations to the max:
Qualitative Research to Build Empathy and Understanding
Typically quantitative segmentation reports unearth new questions from stakeholder teams. But to maximize value, marketing and creative teams need real-world examples that bring the data to life.
Qualitative research allows teams to connect with segments in a deeper way. Recruiting and conducting research with the humans that make up key target groups helps contextualize learning and brings additional meaning and clarity to the research findings.
We frequently conduct 1:1 interviews with top segments, inviting stakeholders to attend or watch recorded footage so that they can personally experience interactions with their segments.
Creative Deliverables Beyond Reports
Slide decks are a necessary key deliverable, but they are not sufficient as an output to a segmentation. Qualitative research is a strategic way to collect artifacts (e.g., images and videos of the segments in various environments) that can then be utilized to create additional learning assets.
Creative deliverables such as video shorts, infographic one-pagers, podcasts, and even playing cards can be invaluable resources for stakeholder teams to synthesize segment learnings.
Co-Creation Strategy Work Sessions
It’s important for the segmentation owners – typically the insights or strategy team that led the research – to facilitate customized work sessions with department teams. By engaging in smaller group meetings, these owners can ensure stakeholder teams leverage the segments and accurately embed the new information into their plans.
The agendas for these work sessions should include activities such as Q&A sessions, brainstorming exercises, empathy-building, and implication outputs to infuse key insights into go-forward business strategies.
Let us know if you’d like to talk more about these ideas. We love partnering with teams to activate segmentations and maximize the return on their research investment.