Knowledge management is imperative but it is incredibly difficult to create a system that actually works! So many of my clients can relate to the struggle of finding an efficient insight management platform but implementing it can be even more of a struggle. It’s not just a matter of deciding to make a change but also managing the aftermath and the change management of such an implementation.
In my experience, the below steps are crucial if you are aiming to build an insight management platform that actually works. First, take a step back and understand the big picture, including all the usual suspects- people, processes and product (or in this case, knowledge). Second, get people excited about using the insight management platform. Third, it’s essential to tie your system into existing infrastructure and processes.
Scrape the systems
Do you have Sharepoints filled with valuable information saved under unsearchable file names? A personal laptop filled with information about brands you no longer work on? Make it a priority to identify all the places research could be hiding.
Once you have all the research in one place, do a thorough audit. What kinds of research do you have on each of your brands and segments? What information is missing? What questions remain unanswered? Gather all the research your team has and get an understanding of the true knowledge gaps. This will enable your teams to build effective learning plans.
Start to tie it together. How does research get done in your organization? Do you have approval flows, documentation requirements, best practices, etc.? For every step in the process, think about the whole context. Why does this step exist? Who is using the data after you’ve created it? Where does your data come from and where did it come from even before that? Who is going to use it and what are they going to do with it after? Thinking always in the context of two up and two down will ensure you don’t run into process surprises once the system is built.
Your organization needs to see genuine enthusiasm for a marketing insights platform. What is important is to promote the tangible benefits of a marketing insights platform with as many user groups as possible before the actual launch. Think about how useful it would be to have a typing tool library or to be able to look up attributes tested across brands with a single click.
Once the insight management platform is built, keep up that momentum by having monthly Q&A sessions with the user base. Publish success stories and create infographics highlighting achievements.
The benefits of having all your market research in a single place and making it easily searchable are enormous. However, this may not be enough motivation for people to use the system.
It’s the carrot and the stick principle. You must have both ‘the need’ and ‘the want’ in order to create an insight management platform that both inspires people to use it and that actually works.
Once you’ve successfully checked off steps one through three, you need to continuously tell success stories around the usage of the insights management platform. Set aside time to remind people of the benefits. Often times, change management can cause people to focus on the negative, so make it a priority that everyone hears only about all the positive things.