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Divide and Rule!

Insight teams tend to have many internal clients, and are well aware of one important fact: they aren’t all the same! They have different needs and characteristics, and you need to adapt your products and delivery channels so that they can meet these needs as effectively as possible.
 
Breaking up is hard to do…
The best way of achieving this is to start carrying out a more detailed segmentation of your internal customers. You may have already segmented your market according to standard parameters such as status, function, and product. However, there are many other ways of categorising your internal clients. Once you have chosen one that suits your organisation, it can help you to identify the different methods of communication that might work with different groups.
 
For instance, you might choose to segment your internal clients according to:  
  • Authority (using factors such as seniority; level of empowerment; decision makers versus influencers etc.)
  • Role (function; commercial v non-commercial; specialists v people managers; strategists v planners v doers; customer-facing or not etc.)
  • Experience or skills (years in the industry; insight and research competency; technical v non-technical; listening and communication skills etc)
  • Personal attributes (gender; attention to detail; beliefs; level of formality etc.)
  • Attitudes (competitive, enthusiastic, sceptical, supportive etc.). 
… but it’s worth it!
 
Different people use Insight in different ways. One major retailer used personality profiling to identify specific traits in individuals. Once you understand these differences and their associated needs, you can start to adapt the delivery of your insight so that it has the maximum possible impact.
 
When you are segmenting your clients, there is one other important parameter to bear in mind: which clients are the most important to you? Most Insight teams feel that they are under-resourced, and therefore need to focus on those customers that really matter. Look at them first, and identify their specific characteristics and needs. 
 
Only you will know how much detail you need to go into when conducting this exercise. Remember to identify the factors that are most important and most relevant to you as an Insight team. Concentrate on these, carry out the segmentation and then adapt your delivery so that it helps you to achieve your goals as quickly, as easily and as effectively as possible.

 

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