Why do we keep insights so well hidden:
The components and processes to deliver insights
Abstract
This presentation will suggest how researchers can stop hiding their insights. The contents will cover:
- The dimension of problems caused by current reporting practices
- Suggest the four components of good reporting: elevator speeches, executive summaries, short reports, extensive appendices
- Discuss required process changes: clear connection of objectives to value, a answer driven, iterative approach and better collaboration and trust with clients
Mike Sherman
Executive Director, Synovate, Hong Kong SAR
Mike is Executive Director - Customer Insights Asia for Synovate, working with clients and researchers to help them get the most value out of their research. Mike previously spent 17 years at McKinsey, where he created and lead McKinsey’s Asia-Pacific Marketing Practice; he was also a CRM specialist. Mike earned an MBA with high distinction from Harvard Business School and Bachelors’ degrees from Wharton and the College of the University of Pennsylvania. Mike is currently the Board Chair of AFS-USA.
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