Million-Dollar Snackables: Money talks! Driving investment decisions with new experience metrics and snackable outputs

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Million-Dollar Snackables: Money talks! Driving investment decisions with new experience metrics and snackable outputs

Catherine Moger Rickwood, Caroline Smiley

Preface

Speaking the right language can be more important than years of experience when it comes to influencing the highest levels of decision making in a global corporation. Junior or mid-level team members can build the role of research in critical decision making when they think strategically about their input and communication.

Although not a revolutionary idea, this paper details how this was successfully applied to raise the profile of Delta Air Lines' insight and marketing teams, ensuring the research agency...

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