AT&T’s insight acceleration: from 6 weeks to 22 hour research
32
Insight Acceleration From 6 Weeks to 22 Hours Mike Mabey Emily Toomey SKIM AT&T TMRE 2016
Transcript of AT&T’s insight acceleration: from 6 weeks to 22 hour research
Insight Acceleration From 6 Weeks to 22 Hours
Mike Mabey Emily Toomey SKIM AT&T TMRE 2016
BEEN THERE, DONE THAT.
NOT ALWAYS REALISTIC.
and…
WHY???
Evolving Landscape
Highly Competitive
#Hyper-Connected
NOW…22 HOURS THEN…6 WEEKS
DOABLE?
I don’t know, let’s try!
Can You Do It?
Case Study Reducing the time to great insights
7
01 02 04 03
DECONSTRUCT QUICK WINS STANDARDIZE MODULARIZE
Deconstruct The Process
Identify Low Hanging Fruit
Delete & Templates
Systemize & Try New Things
How We Did It
Deconstruct The Process
01
Tick Tock… • Project cost approval • Getting messages for testing
approved • Reviewing and testing
survey • Reviewing the draft report
• Turning the report into decks for internal clients
• Converting the report into an AT&T style report
Client’s Time
01
Tick Tock… 01
• Proposal writing • Getting sample costs • Questionnaire writing • Programming max-diff
and conjoint exercises
• QC • Fieldwork • Analysis • Building a simulator • Creating a draft report • Revising and completing
the final report Supplier’s Time
Quick Wins 1. Proposal and approval simplification 2. Early warnings
02
Just The Facts 02
xx
Hi AT&T Team,
AT&T Wireless Data Promo Message Test Simple Email
Proposal
AT&T Wireless Data Promo Message Test
AT&T Team
AT&T Team
AT&T Wireless Data Promo Message Test
18 Min Later…
From:AT&TTeam
To:SKIMTeam
“Approved.” Simple,
One-Word
Approvals.
02
Notify SKIM ASAP
From:AT&TTeam
SKIMTeam-
AT&TTeam
AT&T Sends
Early Warning
02
Heads up to GMI 02
SKIM Team,
GMI-MRI Hi Team,
Warn of Incoming
Project
Standardize Template Reduce
03
Simple Rate Card Simple Complex Custom
Message test
Study Complexity Timing Sample Price Optimal
Ad test
Study Complexity Timing Sample Price Optimal
Ad hoc
Study Complexity Timing Sample Price Optimal
03
Easy Decisions
01
02
03
Use client PPT template
Pre-sets
Standard report format
Templates 03
Templates Are
Our Friend
Reduce
Get Rid Of The “Fluff.”
Reduced Report Size
Analysis Time
Greater Internal Usage
03
No More 50
Pg. Decks!
OK, so much for the easy stuff
21
Modularize, Systemize, Try new
04
Modules 04
Topline 360 Impact Diagnostic Build
Resonate Brand Editor Combine
Impact: reduced QC, reduced approval time, no soft launch
Makes Life Easier
• Research Objective • Business Objective • Most Appropriate For • Specifications • Methodology
• Metrics/Analysis • Sample • Sample specs • Quotas
Module fact sheet 04
Systemized research 04
1 2 3 4
22 – 48 hours tactical,
immediate
2 – 10 days more complex
4 weeks meta analyses
6 – 10 weeks strategic
Innovation 04
Agile platform SwipeDiff
New Fast Solution Methodologies/Processes
Agile Platform 04
Most Least
SwipeDiff 04
Sixes
Client Wins
05 “So What” Insights Only
02 Internal demand for Research Goes Up!
03 Frontend survey templates are your friend
04 Client PPT report templates
06 Trusted Advisor Relationship
01 Mutual Trust
Supplier Wins 05 Pre-Defined Makes for Clear
Communications
02 Standardization and Modularization Surprises
03 Templates Are Your Friend
04 Ask What is NOT Needed
06 Aligned Teams Pivot and Respond Very Quickly
01 No Trust, No speed
