Meeting C Suite Data and Insight Needs (PDF)

Abu Dhabi
Beijing
Berlin
Brussels
Dallas
Dubai

Frankfurt
Hong Kong
Johannesburg
London
Milan
Mumbai

Munich
New York
Paris
Rome
San Francisco
São Paulo

Shanghai
Singapore
Stockholm
Vienna
Washington, D.C.

What C-Suite Execs do
with Insight Data: What
Succeeds and What Fails
Roles for Market Research in Telling
Your Company’s Story
March 1, 2017

C-Suite Execs Drown
in Data and Thirst for
Relevant Insights
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The Panic Moment…
You’re Called for Data & Insights

© Brunswick 2017

It’s 2:30 p.m. on the
Friday of a holiday
weekend. You get an
email AND several
phone calls that your
CMO is presenting at
a conference on
Tuesday and needs
several pieces of
data from you ASAP.
What to do?

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Who The C-Suite Targets with Your Data
Their Key Stakeholders

© Brunswick 2017

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What Each Stakeholder Group Demands
Data that Completes a Story

© Brunswick 2017

All Types of Media

Shareholders

Governments & Regulators

Customers

• Data that helps define the
company’s vision, mission,
aspirations and goals

• We are hitting our goals

• Facts about compliance

• Product information

• We are ahead of our competitors

• Facts about

• Brand quality

• We see the opportunities

• Lobbying on issues

• Loyalty

• Data for trade associations and
coalitions

• Consistency

• New trends
• New advancements

• Exploit market conditions

• Reactions to external events

• Mergers & Acquisitions

• Innovations

• Innovation

• Finances/Investments
• Competition

• Global Expansion
• We see both “brand equity” and
reputation

• Think tank data
• Customer/CRM data to support a
viewpoint (i.e. trade)

• Innovation
• Safety
• Purchase information
• Social responsibility
• Good corporate citizen

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Data and Insights for C-Suite Executives
What They Really Want and Value

© Brunswick 2017

Data and Insight that…

1.

Demonstrates their strategies are working and are successful

2.

Clarifies a future for the enterprise

3.

Simplifies the “complex”

4.

Supports & endorses their “WORLD” View

5.

Strengthens relationships with key stakeholders

6.

Separates them from the competition

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Steps for Success…
10 Clarifying Questions to Ask

© Brunswick 2017

How to Get to the Right Data & Insights to Share

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Who is/are the Target Audiences/Stakeholders?
What are the overall themes and messages the data supports?
What is the format for how the data is presented?
Do we need one data point or several to support the context?
Is data “ours” or is it from some other source?
Is this a “common” request or unique?
Does it CLEARLY tell the story?
What is the “counter story” that the data tells?
Will the data generate “buzz” or have impact?
What format do we send the final product?

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How and What to Provide to C-Suite Executives
Things that Work

© Brunswick 2017

When asked, provide…

• Visualizations and pictures
• The numbers in context
• Brevity
• Source information
• Headline and statements
• Link to allegories

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Controversies make up one-third of news coverage
Overall charter school coverage captures numerous debates and
conflicts

© Brunswick 2017

Los Angeles (14%)
LA Unified Superintended search (2%)
Unionization in LA (2%)
LA Times’ Education Matters initiative (2%)
LA Unified School District versus charters (8%)

2%2%

Controversies (36%)
California Virtual Academies (3%)
San Diego charter expansion battles (3%)

14%
General education news (10%)

3%
3%

10%

1,493

Key Articles

5%

Billionaires investing in charters (5%)

Educator news (14%)

2%

8%

5%

Turkey’s President comes to Anaheim (5%)

General news (48%)

8%

School financing (8%)

5%
Contra Costa charter expansion (5%)
Charter spending in elections (7%)

6%
7%

8%

3% 3%

Charter performance versus traditional public schools (6%)

4%
Tenure reform / Washington State ruling (4%)
Allen Smith coverage (3%)

Diversity in charter schools (8%)

California education legislation (3%)

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