Thursday 2 Mar 2017

Webinar “Insight Acceleration: From 6 weeks to 22 hours of research”

It all started with a simple urgent request: AT&T, one of the biggest US telecom provider, needed to test new messages and asked for recommendations for message to use in 3 weeks. This was to give the creative team enough time to create the ads. At that time, it was typically taking 6 weeks to conduct message tests, concept tests, and print ad tests. Today, we have cut the 3-week timeline even more drastically, enabling us to deliver AT&T message test insights within 24 hours.

On March 2, 2017 we shared with you the 3-year lessons that we and AT&T have learned so far: the steps, challenges, processes, and changes we both needed in order to deliver insights faster. We also showed example templates and processes we are using with AT&T to achieve fast turnaround.

If the video takes too long to load on this page, it might be helpful to click here to view the video on youtube.com.

If you are unable to view the slides on this page, click here to view our slides on SlideShare. You can also download the PDF directly here.

What you learn in this webinar

Back at the time of AT&T requests, every project was ad hoc custom work. So this seemingly simple but challenging request started SKIM and AT&T on a 3-year and continuing journey to streamlining research and insights processes.

Here are the lessons we’d like to share with you:

  • This kind of speed is only feasible with a solid partnership between client and agency
  • Breaking up key business questions into researchable sections allows you to pick and choose templated, pre-standardized modules for each rush study
  • Work with the client to define what deliverables and insights are going to be used

Get your copy of this insight acceleration presentation in PDF below!