ings to a broad population. Using
both qualitative and quantitative
approaches makes it possible to
communicate statistically reliable
findings that are also vivid enough
to be remembered (and acted
upon) by the audience.
5. Assess whether actions
taken actually “moved the
Understanding whether actions
taken based on research had
the intended effect (i.e., created
the desired outcomes) is key.
Successful outcomes create
buy-in for future research while
unsuccessful outcomes highlight
potential areas for improvement
(i.e., research design, action
planning, project execution, etc.).
As the pace of innovation and
change accelerates across the bank-
ing industry, it is more important
than ever to understand one’s cur-
rent business environment and
adapt accordingly. Primary research
can play an important role in gain-
ing that understanding. By making
“actionability” a core consideration
when designing research, an organi-
zation can successfully move from
insight to action. n
ABOUT THE AUTHOR
JIM NECKOPULOS is an
executive director in Ernst
& Young’s (EY) Banking
Practice and is based
in San Francisco. John
Hansen and Matt Daruwala, senior
managers in EY’s Banking Practice,
contributed to this article. Email: Jim.
Reach this advertiser through http://links.aba.com
877.630.6115 • pannosmarketing.com
Honey, I Shrunk the Name
Pannos-Winzeler Marketing is now Pannos Marketing
Our name may be smaller, but our expertise,
capabilities and unwavering dedication to
our clients’ success is as big as ever.
Talk to us about your marketing challenges.