Simetric delivers actionable intelligence in a consultative, project-based manner. In order to expedite our efforts and ensure the best possible outcome, we have developed a methodology for quickly moving from questions to answers and then to action. This methodology, Sense/Response, is designed primarily to shorten the revenue cycle by reducing the time between insight and action.
By reshaping the way that consumer research is performed, we can also reduce the risk of faulty revenue-related decisions while increasing the opportunity to tune actions to reflect what consumers are actually demanding. Sense/Response is based on agile approaches that begin generating answers in short order while allowing room for refinement and redirection.
Sense: Begin With Clarity
Sense, the first step in our analysis, is designed to understand, clarify and prioritize the questions being answered, identify the optimum sources and types of data and then analyze those data to uncover the key intelligence.
Sense includes an observational component of data collection as well as an active research-collection element. Specifically, we harvest a wide range of consumer conversations from key web sources, including blogs, micro-blogs, forums, communities, review sites and social networks as well as quantitative insights from panels of consumers who fit the profile of our client. Depending upon the engagement, we may also augment those two sources with 3rd party data related to consumer behaviors, attitudes or geographic attributes.
We analyze those sources and then integrate our findings into a cohesive intelligence finding that addresses the specific question outlined by the client.
Response: Act With Intelligence
The next step in our methodology, Response, uses the intelligence finding generated in the Sense step to design a plan of action. This plan takes into account the insights gathered as well as the strategic priorities and objective of our clients.
The objective of the Response step is to clarify a plan of action which can quickly applied in the marketplace. Once applied, new learnings are gathered which may, if so desired, be used to inform another Sense-Respond cycle.
Examples of Response plans include an improved influence targeting effort, a more targeted and refined marketing message and improved consumer experience actions.
A Methodology That Works at the Speed of Business
Sense/Response works wonders. It enables our clients to quickly uncover the findings that matter and separate the "wheat" from the "chaff". The outcome is actionable context, not just more data.
And it operates at the tempo of business, not at the tempo of traditional market research. The time frame to complete a Sense/Response cycle varies but usually takes around 3-6 weeks. Sense/Response cycles can be easily added based on new learnings or to push the research into new directions.