Presented by: Emily Toomey, ‎Lead Manager, Social Media & Digital Advertising Insights at AT&T Mike Mabey, VP Client Solutions Americas at SKIM Three years ago, AT&T and SKIM began a partnership and journey towards shorter timelines for research. At that time, it was typically taking 6 weeks to conduct message tests, concept tests and print ad tests. It started with a simple urgent request: AT&T needs to test new messages, and needs recommendations for message to use in 3 weeks in order to give the creative team enough time to create the ads. Could we do it? At that time, every project was ad hoc custom work. So this seemingly simple but challenging request from AT&T started SKIM and AT&T on a 3-year and continuing journey to streamlining research and insights processes. And today, we have cut the 3-week timeline even more drastically and can deliver message test insights within 24 hours. We discussed the steps, challenges, processes and changes clients should consider in order to deliver insights faster. We also showed the templates and processes we are using to achieve fast turnaround.

1. Insight Acceleration
From 6 Weeks to 22 Hours
Mike Mabey Emily Toomey
SKIM AT&T
TMRE 2016

2. BEEN THERE,
DONE THAT.
NOT ALWAYS
REALISTIC.
and…

3. WHY???

4. Evolving
Landscape
Highly
Competitive
#Hyper-
Connected

5. NOW…22 HOURSTHEN…6 WEEKS
DOABLE?

6. I don’t know,
let’s try!
Can You Do It?

7. Case Study
Reducing the time to
great insights
7

8. 01 02 0403
DECONSTRUCT QUICK WINS STANDARDIZE MODULARIZE
Deconstruct
The Process
Identify Low
Hanging Fruit
Delete &
Templates
Systemize &
Try New Things
How We Did It

9. Deconstruct
The Process
01

10. Tick Tock…
• Project cost approval
• Getting messages for testing
approved
• Reviewing and testing
survey
• Reviewing the draft report
• Turning the report into decks
for internal clients
• Converting the report into an
AT&T style report
Client’s
Time
01

11. Tick Tock… 01
• Proposal writing
• Getting sample costs
• Questionnaire writing
• Programming max-diff
and conjoint exercises
• QC
• Fieldwork
• Analysis
• Building a simulator
• Creating a draft report
• Revising and completing
the final report
Supplier’s
Time

12. Quick Wins
1. Proposal and approval simplification
2. Early warnings
02

13. Just The Facts 02
xx
Hi AT&T Team,
AT&T Wireless Data Promo Message Test
Simple Email
Proposal
AT&T Wireless Data Promo Message Test

14. AT&T Team
AT&T Team
AT&T Wireless Data Promo Message Test
18 Min Later…
From: AT&T Team
To: SKIM Team
“Approved.”Simple,
One-Word
Approvals.
02

15. Notify SKIM ASAP
From: AT&T Team
SKIM Team -
AT&T Team
AT&T Sends
Early Warning
02

16. Heads up to GMI 02
SKIM Team,
GMI-MRI
Hi Team,
Warn of
Incoming
Project

17. Standardize
Template
Reduce
03

18. Simple Rate Card
Simple Complex Custom
Message test
Study
Complexity
Timing
Sample
Price
Optimal
Ad test
Study
Complexity
Timing
Sample
Price
Optimal
Ad hoc
Study
Complexity
Timing
Sample
Price
Optimal
03
Easy
Decisions

19. 01
02
03
Use client PPT
template
Pre-sets
Standard report
format
Templates 03
Templates Are
Our Friend

20. Reduce
Get Rid
Of The
“Fluff.”
Reduced
Report Size
Analysis
Time
Greater Internal
Usage
03
No More 50
Pg. Decks!

21. OK, so much for the
easy stuff
21

22. Modularize, Systemize,
Try new
04

23. Modules 04
Topline
360
Impact
Diagnostic Build
Resonate Brand Editor Combine
Impact: reduced QC, reduced approval time, no soft launch
Makes Life
Easier

24. • Research Objective
• Business Objective
• Most Appropriate For
• Specifications
• Methodology
• Metrics/Analysis
• Sample
• Sample specs
• Quotas
Module fact sheet 04

25. Systemized research04
1 2 3 4
22 – 48 hours
tactical,
immediate
2 – 10 days
more complex
4 weeks
meta analyses
6 – 10 weeks
strategic

26. Innovation 04
Agile platform SwipeDiff
New Fast Solution Methodologies/Processes

27. Agile Platform 04

28. MostLeast
SwipeDiff 04

29. Sixes

30. Client
Wins
05 “So What” Insights Only
02 Internal demand for Research
Goes Up!
03 Frontend survey templates are
your friend
04 Client PPT report templates
06 Trusted Advisor Relationship
01 Mutual Trust

31. Supplier
Wins05 Pre-Defined Makes for Clear
Communications
02 Standardization and Modularization
Surprises
03 Templates Are Your Friend
04 Ask What is NOT Needed
06 Aligned Teams Pivot and Respond
Very Quickly
01 No Trust, No speed

32. Thank You!
32
Emily Toomey – AT&T Mobility
Mike Mabey – SKIM
m.mabey@skimgroup.com