AT&T’s insight acceleration: from 6 weeks to 22 hour research
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The document outlines a case study on reducing the time required for gaining insights from 6 weeks to just 22 hours in a highly competitive and connected environment. It emphasizes the importance of deconstructing existing processes, standardizing templates, and systemizing research methodologies to enhance efficiency and speed. The findings suggest that improved communication, trust, and clarity can significantly boost research output and client satisfaction.
AT&T’s insight acceleration: from 6 weeks to 22 hour research
- 1. Insight Acceleration From 6 Weeks to 22 Hours Mike Mabey Emily Toomey SKIM AT&T TMRE 2016
- 2. BEEN THERE, DONE THAT. NOT ALWAYS REALISTIC. and…
- 3. WHY???
- 6. I don’t know, let’s try! Can You Do It?
- 7. Case Study Reducing the time to great insights 7
- 8. 01 02 0403 DECONSTRUCT QUICK WINS STANDARDIZE MODULARIZE Deconstruct The Process Identify Low Hanging Fruit Delete & Templates Systemize & Try New Things How We Did It
- 10. 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
- 11. 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
- 12. Quick Wins 1. Proposal and approval simplification 2. Early warnings 02
- 13. 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
- 14. AT&T Team AT&T Team AT&T Wireless Data Promo Message Test 18 Min Later… From: AT&T Team To: SKIM Team “Approved.”Simple, One-Word Approvals. 02
- 15. Notify SKIM ASAP From: AT&T Team SKIM Team - AT&T Team AT&T Sends Early Warning 02
- 16. Heads up to GMI 02 SKIM Team, GMI-MRI Hi Team, Warn of Incoming Project
- 18. 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
- 19. 01 02 03 Use client PPT template Pre-sets Standard report format Templates 03 Templates Are Our Friend
- 20. Reduce Get Rid Of The “Fluff.” Reduced Report Size Analysis Time Greater Internal Usage 03 No More 50 Pg. Decks!
- 21. OK, so much for the easy stuff 21
- 23. Modules 04 Topline 360 Impact Diagnostic Build Resonate Brand Editor Combine Impact: reduced QC, reduced approval time, no soft launch Makes Life Easier
- 24. • Research Objective • Business Objective • Most Appropriate For • Specifications • Methodology • Metrics/Analysis • Sample • Sample specs • Quotas Module fact sheet 04
- 25. Systemized research04 1 2 3 4 22 – 48 hours tactical, immediate 2 – 10 days more complex 4 weeks meta analyses 6 – 10 weeks strategic
- 26. Innovation 04 Agile platform SwipeDiff New Fast Solution Methodologies/Processes
- 29. Sixes
- 30. 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
- 31. Supplier Wins05 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
- 32. Thank You! 32 Emily Toomey – AT&T Mobility Mike Mabey – SKIM [email protected]