Insight Framework Guidelines

Focus
Focus the
the
problem
problem

Create
Create the
the
measurement
measurement
plan
plan

Yes

Collect
Collect data
data
&
& analyse
analyse

Actionable
insight?

No

Collect
Collect field
field
data
data

Innovative
Innovative
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
Plan

Data &
Analysis

Field
Data

Objectives

Current
Data
Sources

Output
Display

Field Data
Plan

Customers
& Measures

Segmentati
on Strategy

Data
Analysis &
Learning

Field Data
Output

Stakeholder
Analysis
Key
Question
Template

Research &
Intelligence

Customer
Journey

Customer
Need

Insight

Customer/
Citizen
Insights

Customer
Segment
Pen
Portrait

Project Leader

Project Name

Insight Lead

Project Champion

Customer focus area

Project Theme

Strategic Objectives

Who are the Customer/citizen groups we are impa

Problem Statement or Opportunity

Data Scope

Outcome Statements

Project Team
Role
Project Leader
Insight Leader
Team Member
Team Member
Team Member
Team Member
Team Member
Team Member
Team Member

Name

Organisation

% Time Commitme

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
2
3
4
5

Minor im
Small imp
Noticeabl
Large im
Significa

1
2
3
4
5

Actively dislikes
no value
small value
values
Significant value

Return to Main Screen

Stakeholder Analysis
Stakeholder Analysis
Stakeholder
Name and Contact
Information

Organisation

Require Level of Current Level of

Support
Support

Stakeholder's
Issues/Concerns

Influencing plan

Why do we need the data and what are the Key QuesReturn to Main Screen
What is the compelling reason to collect the data?

What is the clear purpose for the data re

What are the key questions we want to a

Questions
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?

Issues

Return to Main Screen

Data Sources template

Data
Data

Who, How, Where, and When

Data Type

What is the data

source

Who is the
data Owner

Who will collect

data?

Level

Sharing Issues

Governance

Additional Information.
How will the data be displayed? What
graphical tools will be used?

Return to Main Screen

Segmentation Strategy
Customer Segments
What is the strategy? What are the segments

Hc Marketing : http://im.edu.vn

Rationale for the strategy

Return to Main Screen

Research and Intelligence

Research and Intelligence
Survey and External data types

Source

Timeframe

Output Display and Graphical Analysis

Graphical analysis - copy and paste outputs from the data collection

Return to Main Screen

Return to Main Screen

Data Analysis and Conclusions

With reference to the data collected list the conclusions
Conclusion

Data source

Customer Journey Maps

Copy and paste your customer Journey maps

Return to Main Screen

Field Data Collection Plan

What

e.g. Customer observation

Data Type

Video

Who will collect data?

project team

Additional
information

bank holiday

How will the data be used/displayed?

video clips and verbatim used

Field Data Output

Copy and paste the output from the field data collection

This should include photographs, videos, audio, verbatim,

Return to Main Screen

Return to Main Screen

Customer Needs Analysis

Translate Voice of the Customer verbatim into measurable cu

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

Customer Insight - state clearly the Actionable Customer Insight(s) derived from all the data

Impact on the Problem Statement or Opportunity

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

Impacted segme

Return to Main Screen

Segment Pen Portraits

Segment Name
Demographics

Wants/Needs

Communication
preferences

Attitudes

Likes

Dislikes

Wants/Needs

Communication
preferences

Attitudes

Likes

Dislikes

Wants/Needs

Communication
preferences

Attitudes

Likes

Dislikes

Gender
Age
Marital status
etc.

Segment Name
Demographics
Gender
Age
Marital status
etc.

Segment Name
Demographics
Gender
Age
Marital status
etc.

Segment Name
Demographics

Wants/Needs

Communication
preferences

Attitudes

Likes

Dislikes

Wants/Needs

Communication
preferences

Attitudes

Likes

Dislikes

Wants/Needs

Communication
preferences

Attitudes

Likes

Dislikes

Gender
Age
Marital status
etc.

Segment Name
Demographics
Gender
Age
Marital status
etc.

Segment Name
Demographics
Gender
Age
Marital status
etc.