{"id":9004111222018587,"date":"2023-04-27T17:46:20","date_gmt":"2023-04-27T21:46:20","guid":{"rendered":"https:\/\/3c98cd88ae.nxcli.io\/?p=9004111222018587"},"modified":"2023-12-29T09:42:40","modified_gmt":"2023-12-29T14:42:40","slug":"the-simplicity-of-working-with-sago-strategy-insight-in-7-key-steps","status":"publish","type":"post","link":"https:\/\/staging.sago.com\/es\/resources\/blog\/the-simplicity-of-working-with-sago-strategy-insight-in-7-key-steps\/","title":{"rendered":"The Simplicity of Working with Sago Strategy + Insight in 7 Key Steps\u00a0"},"content":{"rendered":"

At Sago, we spend time nearly every day talking with clients or prospective clients, exploring what\u2019s going on inside their businesses, understanding what consumer questions they need to answer, and, eventually, how we can help them get those answers. We ask hard questions, and the discussion can take us through complicated territory that requires thoughtful consideration and difficult decisions.<\/span>\u00a0<\/span><\/p>\n

The upfront effort definitely pays off, though. Because once we\u2019ve drilled down to the core needs and outcomes and settled on a methodology, the rest is surprisingly simple.<\/span>\u00a0<\/span><\/p>\n

That dichotomy really shouldn\u2019t be too surprising. After all, it\u2019s a time-tested truth that the more planning you do upfront, the fewer bumps you have along the way, and that\u2019s definitely our experience.<\/span>\u00a0<\/span><\/p>\n

But what does that look like? What\u2019s the actual process of working with the <\/span>Sago Strategy + Insight<\/span> team on a strategic insights project, and what makes it so simple? What happens once we\u2019ve figured out all the details of scope, timing, methodology, and deliverables? Even though the details can vary dramatically, the overall process is nearly always the same because regardless of all those variables, nearly every project can be divided into the same seven key steps.<\/span>\u00a0<\/span><\/p>\n

Step 1: Understanding Objectives<\/h2>\n

Unlike a lot of insight consultants, we don\u2019t start our engagement with you with \u201cWhat question do you need this research to answer?\u201d We get to that, of course, but our conversations start with the broader question of \u201cWhat is happening in your business that makes you want to ask this question?\u201d or \u201cWhat problem are you trying to solve?\u201d<\/span>\u00a0<\/span><\/p>\n

Sometimes it\u2019s big picture, exploratory, or diagnostic, trying to understand a decline in sales or a recognition that a competitor is making gains. Other times it\u2019s more tactical\u2014we need to pick a package for this yogurt or know which ad to run for our new cable show, or we only have five days to get as much information on this topic as we can. But making sure that we start with the broadest possible understanding of the reasons behind the research makes sure we are aligned with the necessary outcomes.<\/span>\u00a0<\/span><\/p>\n

Step 2: Picking the Methodology<\/h2>\n

Once we understand the business question and are \u201cin your head\u201d a bit more, we start to think about methodology. <\/span>Audience<\/span><\/a> plays a huge part in this \u2014 we always want to choose the approach that will be most comfortable and best aligned with the lifestyle or situation of the people we need to get information from. And the type of learnings we need are also a big driver. Are we trying to inform <\/span>product development<\/span><\/a>? If so, seeing people use the product or perform the task can be key. Are we trying to identify key milestones in a customer journey? In that case, <\/span>lifestyle diaries<\/span><\/a> with a video component may be the right fit.<\/span>\u00a0<\/span><\/p>\n

The <\/span>Sago Strategy + Insight team<\/span> is methodology agnostic. We are not beholden to or invested in a particular approach, and in fact one of our favorite things to do is to blend different tools and processes to get the optimal output. Often there is no single right answer for which methodology is \u201cbest.\u201d Instead, it\u2019s a question of evaluating all the different levers we must pull \u2014 speed, cost, audience, outcomes, internal stakeholders, topic, background \u2014 and coming up with the best recipe for success.<\/span>\u00a0<\/span><\/p>\n

Step 3: Assigning the Team and Kickoff<\/h3>\n

Our goal is always to create a frictionless process for our clients. We want you to feel confident that we \u201chave your back\u201d and that your work is going to go smoothly, accurately, <\/span>and<\/span> d<\/span>eliver<\/span> what you<\/span> need. <\/span>We\u2019ve<\/span> found that assigning a dedicated project team who stay with the project the entire way is a key ingredient in making this happen. It works well within our structure because <\/span>all<\/span> our work is serviced under our own roof \u2014 <\/span>we\u2019re<\/span> not outsourcing or managing multiple vendors \u2014 which helps keep it seamless and ensures that information transfers accurately and efficiently.<\/span><\/span>\u00a0<\/span><\/p>\n

Step 4: Action<\/h2>\n

To ensure that we all start on the same page, we initiate every project with a kick-off meeting that includes all internal and external stakeholders. We review previous discussions to ensure alignment on objectives, timelines, audience, and other expectations.<\/span>\u00a0<\/span><\/p>\n

Once we complete that step, the most typical milestones during this phase include:<\/span>\u00a0<\/span><\/p>\n