What's the problem?

You've gathered data and drawn insights. Yet, your research sits unused.

This is a common issue.

Many researchers face it.

Stakeholders often struggle to use research findings.

Why?‍

- Insights don't connect with stakeholders.

- Data is too complex.

- There's a gap between research and application.

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Research only makes an impact when it's used.

Without this, even great findings fall flat.

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How do most market researchers solve it?

Researchers often stick to familiar methods:

1.  Data dump: Sharing long, detailed reports.

2.  One-size-fits-all: Sending the same report to everyone.

3.  Assuming value is obvious: Thinking the data speaks for itself.

These methods aim to help, but often fail.

Stakeholders might skip or misunderstand insights.

This prevents informed decisions.

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Why doesn't it work?

The issue is in the communication, not the research.

Stakeholders need clarity and actionable steps.

Here's why common methods fail:

- Overload: Long reports confuse stakeholders.

- Lack of relevance: Generic presentations miss the point.‍

- Missed engagement: Boring methods fail to inspire action.

This leads to a loss of insights.

Researchers then feel their work has not made a difference.

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How can you do better?

To turn data into decisions, you need to activate insights. Here’s a simple three-step plan:

1. Simplify

Stakeholders need straightforward insights. Focus on:

- The top 2–3 takeaways.

- Their impact on decisions.

Summarise each takeaway. Make it punchy and clear.

For example: Instead of saying, “Survey results showed a 25%increase in customer preference for feature X,” say, “Feature X is now a top priority for 1 in 4 customers, and here’s how we can capitalise on it.”

2. Tailor

Not all stakeholders are the same. Customising insights is key.

1. C-suite executives: Focus on strategy and ROI.

2. Department heads: Highlight operational changes and benefits.

Use profiles to match insights to priorities. This boosts engagement and trust.

3. Engage

How you share insights matters. Use creative methods like:

- Storytelling: Combine data with narratives. Stories stick.‍

- Data visualisation: Use charts and infographics. These simplify and attract.

- Workshops or presentations: Involve stakeholders in discussions.

Engaging methods turn listeners into participants. This boosts the chance of using insights.

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Next steps for you

Activating insights is simple.

1. Review past work: See where engagement dropped. Look for chances to improve.

2. Know your stakeholders: Build profiles to understand needs. This helps in tailoring insights.

3. Try new formats: Experiment with infographics or stories. See what works best, and think of your team like a product. Trial and error!

4. Ask for feedback: After sharing insights, seek feedback. Use it to improve.

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Key Takeaway

Research is only valuable if it inspires action.

By simplifying, tailoring, and engaging, you move from researcher to a changemaker.

Now is the time to activate your insights. Make an impact.

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