Insight Framework Guidelines

Yes

 
Create
Create the
the Collect
Collect data
data &
& Actionable Innovative
Innovative
Focus
Focus the
the problem
problem measurement
No
Collect
Collect field
field data
data
measurement plan
plan analyse
analyse insight? improvement
improvement

This framework is designed as a collaboration tool to develop customer or citizen insight for service transformation and commissioning and
follows the intelligent insight capture process.
The output can be an Actionable Insight, Segmentation Pen Portraits or both.
The framework is completed with the project team (the decision makers) – who are accountable for the completion and the data providers
(Insight team) - who are responsible for facilitating the completion.
The insight team is responsible for collecting the data from their areas of responsibility in the agreed format and level required by the project
team.
After data collection, conduct a facilitated insight workshop with the project and insight teams that produce the agreed conclusions from the
data.
The data is shared, stored, used and governed in line with the data protection act and data sharing protocols.
If there are significant gaps or an insight is not reached, further data and field research will be conducted.
The additional data is combined and the insight generated.
The Insight/pen portrait templates can be completed AT ANY POINT in the process if the team has reached a point of illumination and gained
an insight.
This framework becomes documented evidence for demonstrating the use of insight in decision making
Template Instructions
Complete only the sheets required to gain insight
Objectives
All projects should complete the objectives page. State clearly what is the issue is that you are trying to tackle, state the
outcomes and the functions you require data from. This will determine the data insight team members. The Insight lead has
the responsibility to contact the data providers from each partnership or area of the business.
Customers & measures
Complete this sheet to list any current performance measures e.g. Percentage of re-offenders Also list any Customer groups
and if possible quantify the impact on the customer group and how they currently value the service
Stakeholders
Complete for the partnership and external bodies that will be impacted by the change
Key Questions
State clearly – for example by developing an elevator speech – the purpose you will be collecting data and what you will use it
for. This will be used to influence key stakeholders and data providers List the key questions you would like to answer to help
you understand the issue
Data collection
Complete this sheet to clearly identify the specific data sets you need to answer the key questions. This sheet should also
identify the source, owner and who will collect and also identify any data sharing issues.
Segmentation
If you are using any segmentation strategies please list here e.g. geography, mosaic, etc
Research & Intelligence
Use this sheet to list the external data sources and survey data data
Output display
Use this sheet to copy and paste key data, summaries, graphical and statistical analysis
Data Analysis
Based on the collaboration through insight and data workshop(s) the project team should list here the key findings from the
existing data
Customer Journeys
Copy and paste customer journeys
Field Data Plan
If there is insufficient data to generate an insight complete the additional data collection plan Be prepared to talk to,
photograph, video, engage, consult, etc. with customers, citizens and the service
Field Data Output
Copy and paste the key output
Customer Needs
If the customer interactions generates voice of the customer verbatim use the critical to quality structure tree to flow down to
measurable requirements
Customer Insight
Complete this sheet at any time when you have reached a point of illumination and identified the attitudinal/behavioural
characteristics
Customer Pen Portraits
Complete this sheet if your insight is a new segmentation view that uses attitudes and behaviours to cluster customer/citizen
groups.
Insight Workbook and toolkit (Fill in the general project information below and it will populate the templates )
Project Leader Project Name Insight Lead Project Champion Customer focus area Project Theme

This is a workbook of templates and tools to assist in establishing customer Insights - either as a distinct insight or as a pen portrait of your customer segments. You can fill
these templates in at any point in the process when you have a point of illumination/understanding.
Other tools may be required to assist in solving your problem, seek guidance from your insight team at each phase to ensure impartiality. This is not a checklist but a framework
and repository to evidence Insight.
Click on the links below to access templates each template has a "Return to Main Screen" button.

Focus Measure Data &

Plan Field Data Insight
Analysis

Current Data
Objectives Sources Output Display Field Data Plan Customer/
Citizen
Insights

Customers & Segmentation Data Analysis & Field Data

Measures Strategy Learning Output

Customer
Stakeholder Research & Customer Segment Pen
Analysis Intelligence Journey Customer Need Portrait

Key Question
Template
 Project Leader Project Name Insight Lead Project Champion Customer focus area Project Theme
0 0 0 0 0 0
Strategic Objectives Who are the Customer/citizen groups we are impacting

Problem Statement or Opportunity Data Scope

Outcome Statements Project Team

Role Name Organisation % Time Commitment
Project Leader
Insight Leader
Team Member
Team Member
Team Member
Team Member
Team Member
Team Member
Team Member
 Return to Main Screen
Current Measures and collection reason

Measures of current performance

Description Unit Performance Target

Key Groups
Customer/Citizen group Size of Impact How does the customer value the current service? 1 - Minor impac
2 - Small impact
3 - Noticeable
4 - Large impact
5 - Significant
1 - Actively dislikes
2 - no value
3 - small value
4 - values
5 - Significant value
 Return to Main Screen
Stakeholder Analysis
Stakeholder Analysis
Stakeholder Require Level of Current Level of Stakeholder's
Name and Contact Organisation Support Support Issues/Concerns Influencing plan
Information
 Return to Main Screen
Why do we need the data and what are the Key Questions

What is the compelling reason to collect the data? What is the clear purpose for the data requested?

What are the key questions we want to answer?

Questions Issues
How is the current service valued by the customer/citizen?
What is the current usage?
Who is the Customer, are there more than one Group?
Data Sources template Return to Main Screen

Data Who, How, Where, and When

What is the data Who is the data Additional Information.

Data Data Type source Owner Who will collect data? Level Sharing Issues Governance How will the data be displayed? What graphical
tools will be used?
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Segmentation Strategy

Customer Segments
What is the strategy? What are the segments Rationale for the strategy

Học Marketing : http://im.edu.vn

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Research and Intelligence

Research and Intelligence

Survey and External data types Source Timeframe
 Return to Main Screen
Output Display and Graphical Analysis

Graphical analysis - copy and paste outputs from the data collection
 Return to Main Screen
Data Analysis and Conclusions

With reference to the data collected list the conclusions

Conclusion Data source
 Return to Main Screen
Customer Journey Maps

Copy and paste your customer Journey maps

Field Data Collection Plan

What Data Type Who will collect data? Additional information How will the data be used/displayed?

e.g. Customer observation Video project team bank holiday video clips and verbatim used
 Return to Main Screen
Field Data Output

Copy and paste the output from the field data collection
This should include photographs, videos, audio, verbatim,
 Return to Main Screen
Customer Needs Analysis

Translate Voice of the Customer verbatim into measurable customer needs (CTQs)
Measurable Need (CTQ)
Driver
CTQ = Critical to Quality
What is the measurable
need of the customer/citizen

Voice of the customer

 Project Leader Project Name Insight Lead Project Champion Customer focus area Project Theme
0 0 0 0 0 0
Customer Insight - state clearly the Actionable Customer Insight(s) derived from all the data

Impact on the Problem Statement or Opportunity Impacted segments

Reason to Believe - what are the behaviours/needs you are impacting

 Return to Main Screen
Segment Pen Portraits

Segment Name

Demographics Wants/Needs Communication Attitudes Likes Dislikes

preferences
Gender
Age
Marital status
etc.

Segment Name
Communication
Demographics Wants/Needs preferences Attitudes Likes Dislikes
Gender
Age
Marital status
etc.

Segment Name
Communication
Demographics Wants/Needs Attitudes Likes Dislikes
preferences
Gender
Age
Marital status
etc.
 Segment Name

Demographics Wants/Needs Communication Attitudes Likes Dislikes

preferences
Gender
Age
Marital status
etc.

Segment Name
Communication
Demographics Wants/Needs preferences Attitudes Likes Dislikes
Gender
Age
Marital status
etc.

Segment Name
Communication
Demographics Wants/Needs preferences Attitudes Likes Dislikes
Gender
Age
Marital status
etc.