Turning research into actionable insights and strategies that drive business growth is paramount. And that works best when insights teams have a seat at the decision-making table.
"If you're not invited to the table, you might be on the menu," said Jorge Calvachi, Director of Consumer Insights at La-Z-Boy, on an episode of "Insightful Inspiration."
This powerful metaphor underscores the need for insights teams to position themselves as essential contributors to strategic decision-making and to do that they have to be involved and find and present actionable insights.
To earn that seat, Jorge suggests focusing on delivering insights that directly address core business challenges. By doing so, insights professionals can demonstrate their value and ensure they're integral to shaping company strategy.
"I think purpose and meaning are the keys to truly resonate and that your consumers or clients actually feel not only listened to, but truly heard," added Isabelle Landreville, President and Chief Insights Seeker at Sylvestre & Co.
Identifying the actionable insight that unlocks growth
One of Jorge's most potent techniques is asking stakeholders a simple yet powerful question: "What do you need to know that will unlock growth?" This approach helps focus research efforts on the most critical business needs.
"I love that question because, number one, we're talking about only one thing," Jorge explains. "We are then eliminating nice to know. We're eliminating like, 'Oh, you know this. I want to validate this.'"
By homing in on the single most impactful piece of information, insights teams can avoid getting bogged down in less crucial details and deliver research that truly moves the needle.
Developing an organizational learning plan
Jorge's approach to insights goes beyond individual research projects. He advocates for creating what he calls an "organizational learning plan." This holistic strategy connects disparate pieces of research to paint a comprehensive picture of consumer behavior and market trends.
"What I do with that information is I develop an organizational learning plan," Jorge explains. "Once you see this, you can see things connected. You can see where the gaps are at the highest level."
This approach allows insights professionals to be proactive, anticipating questions and providing insights before they're even asked. It's a powerful way to demonstrate value and build trust within the organization.
Engaging stakeholders directly
Jorge insists on speaking directly with decision-makers and all relevant stakeholders when developing research plans.
This direct engagement ensures that research accurately reflects the true needs of the business and avoids misinterpretations that can occur when information passes through multiple people. It also helps build stronger relationships across the organization, positioning the insights team as a trusted partner in decision-making.
Jorge emphasizes the importance of being a "problem finder" rather than just a problem solver.
"Finding that problem that is stopping you from growing in a sustainable way, that is my ultimate goal,” he said.
This shift in mindset allows insights professionals to be more proactive, identifying issues before they become major roadblocks to growth. By uncovering these hidden challenges and then being able to present actionable insights, research teams can guide the company towards more sustainable, long-term success.
To get there, we listen to what’s being said, what its intended point is and what’s not being said.
"There is something about listening to someone, something that is not going to be on the page, it's not going to be written down," added Isabelle. "There's something else that's going to pop out, which is always interesting."
Delivering insights that drive action
Structuring the delivery of insights maximizes their impact and actionability. Three phases to follow.
Takeaways and learnings: This initial phase focuses on the core findings from the research.
Implications: The second phase explores what these findings mean for the brand, the organization, and the consumer.
Recommendations: In the final phase, collaboratively develop actionable recommendations based on the insights.
By involving the team in developing recommendations, Jorge ensures that insights are understood and acted upon, maximizing their impact on the business.
The power of concise, memorable communication
When it comes to presenting insights, Jorge emphasizes the importance of clear, impactful communication.
"The stories that are the most impactful, the stories are the ones that are concise and memorable," he explains.
By focusing on crafting concise, memorable narratives around key actionable insights, insights professionals can ensure their findings resonate with decision-makers and drive real change within the organization.
Relationships make insights actionable
Jorge stresses the importance of building strong relationships across the organization.
"I have business partners that we have fantastic conversation, not only about insights, but about our families."
These personal connections help foster trust and open communication, making it easier for insights professionals to collaborate effectively with other teams and influence key decisions.
Jorge concludes with a powerful metaphor for the nature of insights work: "We're all building sandcastles." This image captures the constantly changing nature of consumer behavior and market trends.
However, Jorge's approach – focusing on core business challenges, developing a holistic learning plan, engaging stakeholders directly, and delivering concise, actionable insights – provides a framework for building "sandcastles" that stand taller and last longer, driving sustainable business growth in an ever-changing landscape.
By adopting these strategies, insights professionals can position themselves as key drivers of business success, turning research into action and consistently delivering value to their organizations.
