How to move from "we learned a lot" to "here's exactly what we're doing next"
I've been reflecting on something that keeps coming up in client conversations lately.
We do the research, we gather the insights, we have the workshop... and then what?
Too often, the answer is "we learned a lot" followed by analysis paralysis.
This week I wanted to share our framework for turning customer insights into prioritised, actionable plans - because research without action is just expensive procrastination.
THE GAP BETWEEN INSIGHTS AND ACTION
Here's what usually happens:
- You finish your customer interviews with pages of notes
- You identify 47 different problems to solve
- Everyone agrees it was valuable
- Three months later, nothing's changed
Sound familiar?
The problem isn't the research - it's what happens next.
OUR PRIORITISATION FRAMEWORK
When we finish a research project, we use a simple matrix to cut through the noise:
Impact vs Effort
High impact, low effort = Do this first (your quick wins). High impact, high effort = Plan this properly (your strategic bets). Low impact, low effort = Maybe do this (if you have spare capacity). Low impact, high effort = Don't do this (seriously, just don't)
But here's the bit most people miss: you need to be ruthless.
Pick 3 things maximum for the next quarter.
Not 10, not "let's see how it goes" - 3 things you're actually going to execute.
A REAL EXAMPLE
Recently worked with a fintech client who came out of research with:
- 12 messaging changes to make
- 8 new features customers wanted
- 6 partnership opportunities
- 4 content themes to explore
Overwhelming, right?
We prioritised to:
- Fix the homepage messaging (high impact, 2 weeks)
- Launch one strategic partnership (high impact, 8 weeks)
- Test one new content format (medium impact, ongoing)
Everything else went into a "later" bucket.
Three months on, they've executed all three, seen a 40% improvement in conversion, and have clear data on what to tackle next.
HOW TO MAKE IT WORK
Here's our simple process:
1. Categorise your insights Group everything into themes (messaging, product, sales process, etc)
2. Score each opportunity
- Impact: Will this meaningfully move a key metric? (1-5)
- Effort: How much time/resource/budget needed? (1-5)
3. Calculate your priority score Impact divided by effort = your priority score. Higher score = higher priority
4. Pick your top 3 The ones with highest scores that you can realistically deliver this quarter
5. Create clear ownership Each priority needs one person accountable and a deadline
6. Schedule your review Book it now - 6 weeks out - to check progress and adjust if needed
THE HARD BIT
The challenge isn't the framework - it's the discipline to say no to ideas (especially when they’re from senior people)
You'll have team members lobbying for their favourite insight to make the cut.
You'll second-guess yourself.
You'll be tempted to squeeze in "just one more thing".
Don't.
Three well-executed priorities will always beat ten half-finished projects.
NEXT WEEK
I'm going to share some of the specific templates we use for this process, including:
- Our prioritisation scoring sheet
- How to write crisp, actionable briefs
- Our 6-week review framework
If there's a specific part of this you'd like me to dive deeper into, just drop me an email and let me know.
What are your top 3 priorities this quarter?
P.S. Feeling stuck between "we need more data" and "let's test everything"? Join Anna and Ness next Wednesday (12:00 p.m.) for a 45-minute conversation on how to actually move forward. You'll get a 4-step framework to use this week. Register here!
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