GuideToInsights.com - Insights Fundamentals Handbook

TO MAXIMIZE THE RESULTS OF
YOUR DATA OUTPUTS
INSIGHTS FUNDAMENTALS
PLUG & PLAY HANDBOOK
©
ONLINE TRAINING COURSES
www.guidetoinsights.com

Tap into the potential of market research,
consumer behavior and data analysis.
© 2020
guidetoinsights.com

© 2020
guidetoinsights.com

In leveraging my work experience and academic
background I managed to identify a series of gaps
that reporting, marketing and communications
professionals have in working with data.
I addressed these gaps in a comprehensive manner
in my Insights Fundamentals training courses.
© 2020
guidetoinsights.com

This is a ”pandemic project”.
This guide was put together during the COVID-19
pandemic lockdown and offers you plug and play,
actionable extracts from my course that you may
take and apply in your day-to-day data workflow.
© 2020
guidetoinsights.com

Put data to work and produce editorial-quality insights
and data visualizations. Present actionable findings in a
structured and compelling way.
www.guidetoinsights.com

5
TIPS FOR EFFECTIVE
www.guidetoinsights.com
INSIGHTS WRITING
1
MAKE SURE YOU HAVE ONE
People often mistake observations for insights.
An insight is the articulation of the root cause of an observation.
2
WATCH YOUR LANGUAGE
Do not make statements or claims not 100% backed by data.
Use data objective words like “more”, “less”, “greater than” or “less than”.
Never use words like “better”, “worse”, “good” or “bad”.
3
KEEP IT SIMPLE
“If you can’t explain it to a
six-year old, you don’t
understand it yourself.”
4
READERS MATTER!
Your readers may find value
either in consistency or instability.
Adapt your language. Ask
yourself why they are reading
your work.
5
COMMUNICATE VALUE
Every community uses a code to
communicate value. You need to
master that code and use the
right words to acknowledge the
community, accommodate flow
and generate the right amount of
tension.
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guidetoinsights.com

must be clear, exciting and relevant.
…more on the Insights Crafter course available here.
www.guidetoinsights.com

POINTERS FOR IMPACTFUL
DATA VISUALISATIONS
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1
PUT ON A GREAT SHOW
Be clear if you want to show a relationship, comparison, distribution or
composition of data. Use the right form of representation.
2
ABIDE TO DESIGN PRINCIPLES
Do not pie when you should bar. Use contrasting colors, use sorting
based on size and readable labels.
3
GIVE 100%
Make sure your values add
up to 100% if they should.
If they don’t, just tell us!
4
NO MISLEADING
Always start your axes from
zero, do not cherry pick data,
do not chop the graphs and
always use proportionate
scales.
5
DON’T OVEDRESS
Make sure your visualization
looks impressive and is easy
to read. Having stunning
visuals but a hard to decipher
message defeats the purpose.

must inform the mind, awaken the imagination and convince.
…more on the Insights Crafter course available here.
www.guidetoinsights.com

GUIDELINES FOR KOSHER
DATA DELIVERIES
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1
2
VOUCHED FOR
Before anything else, make sure the data was cleaned,
the quality assurance process on data collection was
completed, and the data set is robust.
SQEEZED DRY
Go on different paths with your analysis and explore to make
sure you don’t miss anything obvious.
3
CROSSCHEKED
Use checklists and crosschecking
mechanisms to check completion
of all steps and lack of errors.
4
CONSISTENT
Consistency is key. Make sure
the results are in line with other
studies and consistent with
well-established facts.
5
BULLETPROOFED
Proofing by a native speaker
may prove essential. Multiple
reads and examination with a
fresh pair of eyes is also a must.
Make a list of all questions that
may challenge your results and
prepare an answer.
© 2020
guidetoinsights.com

better to destroy one's own errors than those of others.
…more on the Insights Crafter course available here.
www.guidetoinsights.com

Learn what's out there, how to supply, hire and
use quality research, analytics & data reporting.
Own and present findings to upper management
and endorse your strategy.
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RECIPE FOR SUCCESSFUL
DATA DRAMATIZATION
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1
SHARE A MESSAGE
Unable to deliver without the slide deck? You do not have a message.
Make sure you have a message and not a boring collection of facts.
2
CONNECT TO YOUR AUDIENCE
The audience is on your side. Build on that, connect with them, relate to
them, use stories, share names, use hooks, opening and closing bangs.
3
POUR IN EMOTIONS
Dopamine, oxytocin and
endorphins are all secreted by
using functional storytelling.
Use it!
4
ADD ART
Embellish your text, use
impactful images, symbols,
technology and color.
5
SHOCK AND AWE
Be bold and hyperbolize by
context and scale. Do not
present fictional data.
(e.g. Did you know that last
year alone we spent 5 million
dollars on toothpicks
worldwide? That’s more than
5 billion toothpicks).
© 2020
guidetoinsights.com

The world‘s a stage...
Contextualize your data and make your data
presentation emotional and exceptional.
…more on the Insights Bearer course available here.
www.guidetoinsights.com

$$$
RULES FOR SAVVY
DATA ACQUISITION
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1
2
BARE NECESSITIES
Use Pareto’s 80/20 rule to assess how important is a specific data purchase
for you or your business. Can you share the cost with another department?
GREEN LIGHT
Make sure you really need to buy that data and that you
do not have it already internally or from a partner.
3
WISE
SOURCING
Make a comprehensive list of
who has what in terms of the
data you need.
4
… FOR YOUR BUCK
Get the most out of your dollar
and purchase data with
additional bonus data you may
use or leverage further.
5
INTEGRATIONS
Check against all possible uses
of your purchased data. Share
it internally, disseminate results,
include in your marketing
communications, etc.
© 2020
guidetoinsights.com

Money often costs a lot.
…more on the Insights Bearer course available here.
www.guidetoinsights.com

SHORTCUTS FOR AWESOME
RESEARCH PROPOSALS
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1
CONCEPT
Make sure your concept details the approach, design, fieldwork,
proprietary methodologies used and timeline.
2
SHOPPING CART
Deliverables, revisions, quickness of turnaround, availability for client
support and options with different pricing and packaging are essential.
3
SPOT ON
Make it clear, accurate, on
brief, detailed and with a
professional look and feel.
4
FUNDS
It’s all about the money so
make sure it stays within
budget, mindful of direct costs
and aligned to offers from
competitors.
5
A STEAL
Standardize competitor offers
keeping in mind the robustness
of results and then choose
based on quality, reputation and
bonus offers.
© 2020
guidetoinsights.com

A research proposal is just like a contract with extra steps.
…more on the Insights Bearer course available here.
www.guidetoinsights.com

Hi. I'm Liviu. In short, the insights guy.
Pleased to meet you
Research & Data Visualization professional with
background in management, marketing and advertising.
Market Research & Advertising MA with trainer
certification.
© 2020
guidetoinsights.com

Filter the noise
10+
years of research & reporting work experience
agency, client and freelance
5+
years of university studies
market research methodologies MA
200+
knowledge sources
books, courses, trainings and online resources
© 2020
guidetoinsights.com

online training courses
For reporting, marketing and
communications professionals.
REPORTING
PROFESSIONALS
MARKETING
PROFESSIONALS
INSIGHTS
EXPERTS
COURSE 1
COURSE 2 COURSES 1 + 2
LIMITED
OFFER
Available now for pre-order at special prices.
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I hope you enjoyed this guide and most of all found it useful.
Please contact me for any questions or queries at
liviu@guidetoinsights.com.

Buy me a cup of coffee!
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