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 voice reached senior decision makers through changing communication tactics. This paper shares our collaborative journey to optimizing deliverables which introduced new, unique Experience Metrics and associated analysis, thereby maximizing value in ways that we consider essential to the research industry's survival.

Introduction