Transforming Customer Discovery Insights Into Action
The Importance of Storing and Sharing Research Data
Where do all customer insights go when a research project is completed?
“The knowledge graveyard” is a gloomy turn of phrase that many researchers are unfortunately all too familiar with, it’s the name assigned to file folders where all past reports go to die. This data demise happens slowly, not with a bang, but a whimper–mostly attributed to dormancy and poor planning. Once the research has been conducted and the report compiled, very few ever look at it again, that's if they can even find it.
The research state-of-affairs and the issue of dormant customer insights
An exercise in inefficiency: Visualise that at the start of every new research project, instead of building on existing insights, you begin the learning process anew. Starting from scratch each time certainly doesn’t seem like an effective way to work, and yet, researchers find themselves doing just that because of inept practices around the consolidation and communication of pre-existing information.
Often individuals or teams (marketing, product or ux design) will conduct research in siloed efforts, side-stepping the need to effectively log data in an accessible storage location. Without a consistent place to keep track of findings over time, this data will no doubt disappear.
Often, knowledge lasts only as long as the person who holds it, so data will only linger as long as the person who conducted the research. When these individuals eventually depart from their positions, insights are buried and so the lifecycle of customer data is completed. As a result, unnecessary effort is spent on duplicate research later down the line.
So how do you ensure that qualitative data is always within reach? Simple–with an integrated insights repository.
What is a Customer Insights Repository?
Imagine how useful it would be to crowd-source insights from your teammates when you need it. With a customer insights repository, your organisation has a convenient place to store, combine and most importantly, communicate customer insights. This includes top line reports, recorded depth interviews, observations, feedback and significant data such as customer personas or journey maps.
Everything you know about your customers–the products and services they use, their pain points and challenges–is located in your insights data, so it’s important to prioritise this customer-centric research database and ensure that it’s available to the relevant stakeholders.
A Major Benefit: Searchable Insights
A unified customer insights repository can add real value to your marketing, design and production efforts. So imagine the power of a historical data made searchable? The time and effort factor would be dramatically mitigated, patterns and trends can be easily defined, and researchers can glean new ideas from old insights.
It’s what you do with the data that counts
Developing a customer-centric outlook is one of the ways in which a company can ensure lasting competitive success. Data in abundance if is of little value in and of itself. The faculty to transform data into usable insights about your customer’s motivations, and then utilise those insights in a strategic way is what makes the difference for most organisations. This formula worth getting right, and at its core is the customer insights engine.
With Voyc’s built in searchable insights repository, you can collate and store all of your user research data. It’s easy to synthesise and gain insights, share the data with stakeholders, and access notes and insights whenever you need to.
Our customer discovery platform is made for researchers and non-researchers who want to save time, accumulate deep insights and easily find patterns and themes. And there’s never been a better time than now to Sign up for our Demo.