Katy Tullington - Navigating the ‘insights economy’

Punchy insights and ah-ha moments are often favoured over the communication of analysed and contextualised knowledge. This thirst for insights fuels the 'insights economy'. In this talk I will unpack why we may fall into this trap as researchers and share some strategies and tips to ensure the knowledge you share can serve your stakeholders as well as those you are creating experiences for.

Transcript

1. Katy Tullington | Design Research 22
   Navigating the
   'Insights Economy'
   

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2. Truths Revelatory truths
   Katy Tullington | Design Research 22
   

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3. Truths Revelatory truths
   Interesting...
   Interesting...
   And...?
   And...?
   We know....
   Katy Tullington | Design Research 22
   

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4. Truths Revelatory truths
   Interesting...
   Interesting... Wow!
   And...?
   And...? Ah-hah!
   We know..
   We know.. Give me more!
   Katy Tullington | Design Research 22
   

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5. Katy Tullington | Design Research 22
   An insight is...
   Interesting
   Relevant
   Actionable
   

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6. How have we
   arrived here?
   What's
   influencing this?
   How might we
   navigate this?
   Katy Tullington | Design Research 22
   

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7. Katy Tullington | Design Research 22
   Product Brand
   Research demand
   Customer and their context
   

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8. Katy Tullington | Design Research 22
   Product Brand
   Research demand
   Customer and their context
   Image source: https://www.pinterest.com.au/pin/1953-advertisement-for-rykrisp--384917099394274122/
   https://www.pinterest.com.au/pin/316377942543455015/
   https://www.macrumors.com/2022/01/01/apple-watch-life-saving-911-ad/
   

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9. Increased demand
   Research is
   recognised
   Researcher as expert
   Katy Tullington | Design Research 22
   

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10. Research
    requirements
    Researchers
    Katy Tullington | Design Research 22
    

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11. INSIGHTS ECONOMY
    
    
    Katy Tullington | Design Research 22
    

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12. Selective input Empower interpretation
    PRACTICE
    RECOMMENDATIONS
    Katy Tullington | Design Research 22
    

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13. Have a plan
    Ask and search for what is already known
    Define your boundaries
    Reinforce the role of research in the project
    Own the kick-off
    1.
    2.
    3.
    4.
    Prioritise for impact
    Q. Do the research objectives relate to expected
    outcomes?
    Q. Is the research needed to make decisions on
    current unknowns?
    Q. What is the impact of these outcomes on your
    user base, and are these users a high priority for
    the business?
    Q. What is the timeline?
    PLANNING
    Katy Tullington | Design Research 22
    

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14. Objective positioning Calibrate your focus Survey the context
    RESEARCHING
    Katy Tullington | Design Research 22
    Step into your
    researcher role and
    leave planning
    discussions behind
    Use mindful practices
    to plug yourself into
    your conversation with
    the participant
    Strive for a ‘thick
    description’
    Encourage a controlled
    loss of control
    

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15. PRESENTING
    Katy Tullington | Design Research 22
    Establish assumptions
    in the room
    Frame the process Make the knowledge
    relevant
    What are some of the
    things you are expecting
    to hear today?
    Reiterate the research
    plan and frame the
    why’s
    “We know that (x), but
    it’s important because
    (y), and so we need to
    (z).”
    

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16. Navigating the insights economy
    Selective input
    Katy Tullington | Design Research 22
    Kick-off
    Objective
    positioning
    Establish
    assumptions
    Calibrate your
    focus
    Survey the
    context
    Frame the
    process
    Make it
    relevant
    Prioritise for impact
    Empower interpretation
    

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