SKIM thought leaders co-presented with AT&T on reducing time to insights at FOCI 2014 in Los Angeles

At this year’s Future of Consumer Intelligence conference in Los Angeles, Brooke Shafer (Lead Manager Advertising Insights, AT&T Mobility) and Mike Mabey (Vice President Client Solutions, SKIM) co-presented “Reducing Time to Insight: Creating, Curating, and Socializing Insights in a Time Compressed World”.

Reducing Time to Insight

Information and insight are fungible commodities. You are facing a deluge of data while the time available to understand and leverage it is plummeting.There is a huge pressure to deliver actionable insights fast, because decision makers need to act and have no time and very limited bandwidth for details. No one has time to read, assimilate, and act on long reports.

We have seen research timelines move from 14 weeks to 8 weeks to 1 week. And speaking of reports, we have moved from 200 page word reports to 200 slide reports to 12 slide reports. We need extremely targeted insights delivered in extremely short timelines. So the question is: how do you get faster, more actionable, insights?

We tell you how we built an ecosystem that is optimized to capture and deliver high impact insights very quickly. In this ecosystem, timeliness is an integral part of insights because they are only useful if received within a narrow range of times. In order to deliver insights that are actionable and timely, you must optimize the system, process, and delivery vehicle for the critical insights needed for decision making.

This is like a Next Gen version of Just in Time manufacturing process, only it is for information and insights.

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Live blogging at FOCI for TMRE

Sourabh Sharma, Communication & Social Media Research Expert at SKIM, provided on-site coverage from the event via The Market Research Event’s official blog. You can look back on what happened at FOCI 2014 with Sourabh’s great insights at http://www.themarketresearcheventblog.com.