Making research insights impactful and quantifiable

Research insights play a key role in driving business strategy and decision-making. However, the business case for research projects and investment must be supported by robust and quantifiable evidence of effectiveness. Insights teams are under increasing pressure to demonstrate the value of their projects, and themselves, as an asset to the organisation.

Challenges for quantifying the impact of research

Metric specification

Difficulty in quantifying the direct impact of insights projects on key business metrics (e.g., NPS, customer complaints).

Variable isolation

Multiple factors contribute to business outcomes, making it hard to isolate the effect of insights projects.

Partial implementation

Not all recommendations from insights projects are implemented, complicating the measurement of success.

Inconsistent metrics

Inconsistent metrics or KPIs across projects, leading to fragmented and unclear assessments of success.

Unclear value proposition

Difficulty in demonstrating the tangible value of insights projects to stakeholders.

RESEARCH 🔗 RESULTS

To demonstrate the ROI of research, insights teams and partners must be able to link research to results.

Providing data-driven evidence for the direct impact of research insights on business outcomes.

This requires the implementation of:

1) A well-defined framework and success criteria

3) Consistent success metrics for full vs partially implemented recommendations

2) Sophisticated methodologies to isolate the impact of insights from the impact of other variables

4) A standardised measuring approach which considers and aligns with overall business objectives

KAE’s 7 Step Framework for Assessing Research ROI

At KAE, we have developed a 7 step framework to measure the tangible results of research. We quantify the ROI of insights by isolating the research variable and measuring its direct effect on business practices and business success.

For this, our framework…