Too often, research projects end with a polished debrief that feels like a full stop. But if we want insight to drive genuine change, we need to turn that single dot into three…  Like the lifecycle of a butterfly, the beauty of market research becomes more obvious in its final stage. And without the metamorphosis into a butterfly, the life of insight might be short-lived, just like that of the caterpillar. For insight to truly spread its wings, we need to think about activation. We need to make sure findings don’t just sit on a shelf waiting to be noticed, but fly through the business, sparking interesting conversations, and fuelling informed decisions. At Boxclever, we see activation as a journey with three essential steps: bringing stakeholders with you, telling the story strategically, and translating recommendations into action.
The insight activation journey is brave and disruptive. And it needs to be. As consumers we’re overwhelmed with content, and as insight professionals we’re inundated with data. How can you filter out the noise to cherry pick consumer insights that will have an impact on your organisation? How can you ensure that the insights you uncover will also disrupt the feeds of your colleagues and your C-suite?
Insight activation isn’t something that happens at the end of a research project, it’s shaped right from the start. Of course you know this, you’ve heard it all before. But have you heard that successful insight activation isn’t about timing alone, it’s about people? Specifically, it’s about you . Your mindset, your actions, and your willingness to plan for the end at the very beginning will determine whether insight simply lands… or truly lives on. Let’s explore how you can start the journey towards successful insight activation right now by adapting your mindset, actions and plan.
