Editor’s Note: This post is part of our Big Ideas series, a column highlighting the innovative thinking and thought leadership at IIeX events around the world.
I’m currently in the post-research, post-insights phase of a major project related to shopping for wine. This is the part where we take what we’ve learned through the data, research, and behavioral science, understand the compelling ways to change and execute upon it. We are taking what we’ve learned from our research and sharing it with retailers, category managers, and sales partners.
Communicating the Results
What Your Clients are Really Thinking
Opening the Channels of Communication
- Before starting a new project, gather the related burning questions your external partners have. Don’t build a research plan without understanding what retailers care about also.
- Give a sneak peek of the research plan to one (or a few) of your key retailers to get their feedback and gauge their interest.
- When doing qual work, invite more cross-functional (or even external) partners to observe. Attending one in-home interview or seeing one consumer video can open their eyes and build a greater partnership.
- When discussing timelines for in-market testing or new item launches, give Sales a seat at the table. They know when it is best to drive those conversations with retailers based on planning cycles and retailer-led initiatives.
The result of greater collaboration and inclusion on innovation and other insights-driven projects will not solely be that we have greater empathy for our business partners. Of course, we want to gain that, but moreover, these projects will be more actionable and impactful. If we have heard the voices of our partners and responded to them, we will co-create better solutions for our consumers as well. It’s a virtuous cycle of empathy.