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Optimize your knowledge management by creating and using stellar findings

Optimize your knowledge management by creating and using stellar findings
Capitalizing on Insights 3min

Optimize your knowledge management by creating and using stellar findings

Now that I’ve discussed the important role reusable findings play in restructuring knowledge, I’d like to share a little more detail on how findings help you spend more time on insight-based innovation. A finding is a relevant, re-usable piece of information that helps you understand the consumer, shopper, market, and etc. So, how do findings help when searching for answers to your business questions?

It’s actually quite simple: when you search findings (instead of documents), you can quickly know what you know while also being able to broaden your perspective by looking across projects, categories, and brands.

At Market Logic, clients deploy insights platforms to search findings. Researchers simply type in a topic of interest or the business question a marketer may send you – and instead of working through thousands of documents, you will only see the golden nuggets of information that are relevant to your question.

Let’s take this scenario for example: if your global CI Director asks you, “what do we know about Brazilian mothers and holiday seasons?”, you can do a quick search and receive all the answers you need in the form of findings. This means you get all the knowledge your company already has on this question and can share this with your director in minutes – no more spending days or weeks on the same task.

Now, imagine having to do the same task without access to findings – meaning you have to go through all research documents individually looking for answers to that question. How many pages will you scroll through? How much time will you spend reading about things that have nothing to do with your question?

Our clients know that the findings search is a huge time saver. In the past, they’d spend at least ten hours to two weeks completing the same task. If you try to compare this old method to Market Logic’s finding search, there is no comparison. Like our friend Emily Williams at Newell Brands said, “now we have it all at our fingertips. It’s all in one place, which is time-saving and convenient, and you know you’re getting a comprehensive view.”

So, what are the golden rules and guidelines for building a knowledge database based on insightful, reusable, and actionable findings? Firstly, clearly define exactly what a finding is:

  • Self-explanatory and stand-alone/needs no further explanation
  • Relevant and reusable piece of information
  • Contains only one main idea
  • Describes who, what, and why – with specified limitations, i.e. Brazilian mothers aged 30-35
  • Is clearly written in precise language with easy syntax and plain wording

It’s not only important to look at what makes a good finding, but what doesn’t. A finding is NOT:

  • Only valid in the specific context of the research; (i.e. the comparison of concept A vs. concept B is hard to reuse or make any sense out of if you don’t have these concepts in front of you)
  • Derived from recurring monthly tracking data as this information changes too fast
  • A reflection of every single data point of a table – there are better ways to search for those (as mentioned in a previous blog)

 

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