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'
2. Truths Revelatory truths Katy Tullington | Design Research 22
3. Truths Revelatory truths Interesting... Interesting... And...? And...? We know.... Katy Tullington | Design Research 22
4. Truths Revelatory truths Interesting... Interesting... Wow! And...? And...? Ah-hah! We know.. We know.. Give me more! Katy Tullington | Design Research 22
5. Katy Tullington | Design Research 22 An insight is... Interesting Relevant Actionable
6. How have we arrived here? What's influencing this? How might we navigate this? Katy Tullington | Design Research 22
7. Katy Tullington | Design Research 22 Product Brand Research demand Customer and their context
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/
9. Increased demand Research is recognised Researcher as expert Katy Tullington | Design Research 22
10. Research requirements Researchers Katy Tullington | Design Research 22
11. INSIGHTS ECONOMY Katy Tullington | Design Research 22
12. Selective input Empower interpretation PRACTICE RECOMMENDATIONS Katy Tullington | Design Research 22
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
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
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).”
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