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Account
Planning and Engagement During initial
meetings, Management Insight gathers enough
information from the client and stakeholders to
determine the objectives of the study, the
underlying potential hypothesis and business goals.
With on-going close interaction with the client,
Management Insight begins the Research Planning
Process, assigns a Virtual Team to the Project,
formulates hypotheses, designs a study to address
the objectives, and drafts an Initial Proposal. This
Initial Proposal is reviewed by the Client
Stakeholders and the Research Team until all raised
issues are addressed in the Final Proposal.
Proposal
Management Insight reviews the key study
stakeholder’s interviews and all background
materials provided by the client on the research
subject matter. The final Proposal outlines
Management Insight's understanding of the core and
secondary research objectives, establishes the
research approaches, summarizes the project
deliverables, confirms the schedule, and estimates
the total project investment.
Research Instrument Development
Management Insight prepares a written Research
Instrument (RI) which confirms the objectives,
determines the data collection approach, establishes
the requirements and presents Hypothesis and
Analysis Plan. The Client Stakeholders and the
Research Team thoroughly review the Research
Instrument until final approval by the Client.
The Research Instrument will conduct the study
fieldwork by phone or Internet. The Research
Instrument may include a Screener and Quotas to
recruit study participants, an Interviewer’s Guide
for in-depth interviews, a Moderator’s Guide for
focus groups, a Pre-Questionnaire for focus groups,
and other handouts as required for focus group
exercises. Core study documents such as the
Screener and Moderator’s Guide are all reviewed and
approved by the client.
Field Management
Field work is the part of the project where the
data is collected from study participants. For
quantitative studies this means making hundreds of
phone calls to numerous countries or having
participants complete studies over the Web. For
qualitative studies, this means conducting focus
groups or in-depth interviews.
Data is closely monitored for issues/errors
during the field period. At the completion of field
work, Management Insight carefully reviews the data
files for any errors, omissions, or missing values.
Variables are calculated, and open responses are
coded. Audio tapes from focus groups and in-depth
interviews are reviewed, and critical customer
quotes are captured verbatim.
Exploratory
Analysis
During quantitative field work, Management
Insight develops a draft of the PowerPoint
Presentation with examples, charts, and tables for each
key question of the Research Instrument. While the
data is not final, it allows Management Insight and
the client to agree on final presentation content,
flow and format. This step saves a significant
amount of time in the overall project duration.
Thorough analysis and exploratory questioning of
data allow us to summarize findings and uncover
actionable insights. The PowerPoint presentation is
then populated with real data. Management Insight
reviews the charts with critical quality control
processes.
Multivariate
Analysis
Multivariate analysis uses tools
such as linear and logistic
regressions, segmentation analysis, conjoint
analysis, factor analysis, and others to delve into
the underlying meaning of the data. By going
far beyond frequencies and crosstabs, we can
determine underlying perceptual concepts, discover
the drivers of decision-making, and divide customer
bases into discernible marketing groups. At
Management Insight Technologies we are not tied to a
single, trademarked model, rather we are focused on
finding the best multivariate analysis for the
unique needs of each client and the idiosyncrasies
of each market.
Creation of
Deliverables
Through highly automated processes and extensive
Quality Control Processes, Management Insight
creates tabs and the PowerPoint Presentation is
populated. The Account Team reviews, explores and
comments each slide.
Extensive Review
An Extensive Review of the PowerPoint
Presentation, between stakeholders and Management
Insight, assures that all questions from the
Instrument are answered, all hypotheses verified,
all market possibilities explored.
Insight Creation and Conclusions
Management Insight doesn’t make clients figure
out what all the data means. Rather, Management
Insight summarizes each and every slide in the
presentation, and "nets out" the core study
findings, observations and recommendations in a
dozen executive summary slides. These actionable
insights are ideal for busy executives. Management
Insight also provides a single "top line" slide
which highlights the most critical findings in one
page. The final presentation is reviewed and
approved by the client sponsor. At the client’s
option, Management Insight will formally present the
final presentation report.
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