Pass the “So What?” Test: Analysis Recommendation #1

You have spent hours on data collection, building reports, and analyzing data, but if you don’t answer the question “So What?” for your audience then you have wasted everyone’s time – including your own.

I had a great conversation with Bob Page during lunch the last day of Emetrics. We were talking about the presentations and what we could take back and put into action.

Bob challenged me with the “So What?” test.

Most analysts are challenged with the “So What?” test either by providing actionable recommendations, or delivering web insights. The “So What?” test is a great litmus test for your analysis. “So What?” puts the perspective of your analysis in the right place – in the minds of the people who are hearing your recommendations.

Why should your audience read the email, PowerPoint, or attend the meeting? Why should they prioritize your recommendations over all the other tasks they have to do? What is in it for them?

Future Now created the We We Calculator to analyze the perception that your website is creating for your visitors – as analysts we don’t have such a tool (yet).

But here are three tips to help your insights and recommendations pass the “So What?” test:

1. Motivate: Take a few minutes and think about what motivates your audience. Do they have specific goals they need to achieve? If so, how does your data, analysis, and insight relate to those goals? Lead with that and they might follow.

2. Activate: What action do you want to generate from the analysis? Does your data support the action that you are recommending? What are the three data points that suggest that this is the right action? Help your audience understand the action and why they should prioritize it over other tasks.

3. Complete: Your recommendation is only a suggested starting point. If you help your audience complete the recommendation in their mind, then they can understand the impact relative to their other priorities. Help your audience visualize what success will look like. Help them “see” the benefits of your recommendations.

For me, the Emetrics passed the “So What?” test with flying colors – I have more ideas for web tests, and more contact with sources of interesting thinking that helps push ideas around in my head.