How the rule of seven can make research insights stick
Editor’s note: Bonnie Chiurazzi is the founder and lead insights strategist at Vibe Insights Lab, a market research and consumer insights agency.
We’ve all been there. You lead a groundbreaking research study, confident your insights will spark action. But weeks later, nothing’s changed. The recommendations went unheeded, a major opportunity was missed and now you’re trying to figure out where it all went wrong.
For decades, the rule of seven has been a cornerstone of marketing strategy. It posits that audiences need to encounter a message at least seven times before it resonates, driving recognition and action. The same principle applies to research and insights professionals – especially those working within large organizations where competition for attention is fierce.
In today’s fast-paced corporate environments, a single, comprehensive report or presentation isn’t enough to cut through the noise. While it may be methodologically rigorous and beautifully designed, it risks being forgotten amid shifting priorities and competing demands. Science shows that the brain thrives on repetition and reinforcement, and insights are no exception.
By applying the rule of seven to the way insights are shared, reframed and reinforced, researchers can ensure their work not only sticks with stakeholders but also equips them to solve problems faster, navigate complexity and make smarter decisions.
Why one-and-done research deliverables fall short
Market research and consumer insights professionals know the drill: A massive research initiative culminates in the deck – a 100-slide presentation deck painstakingly prepared for key stakeholders to inform strategic business decisions. Yet, weeks later, the deck is collecting dust, buried in inboxes or relegated to a Confluence page that no one visits.
Further complicating matters, stakeholders’ priorities shift quickly in large organizations. What resonates during a quarterly planning session may lose relevance as new challenges emerge. Without ongoing reinforcement and adaptation, even the most compelling research risks being sidelined.
The problem isn’t the quality of the insights – it’s the way they’re delivered. Don’t get me wrong, you can pry my 50-slide report and its 50-slide appendix out of my cold, dead hands; however, I am willing to admit it’s not usually the asset that creates the most traction. There’s value in sharing an overview of the insights and recommendations with all involved stakeholders, but deeper engagement and better recall require repeated exposure to carefully curated insights content.
The science of repetition
Neuroscience reveals why repetition is so critical. John Medina, in his bestselling book “Brain Rules,” explains that the brain craves meaningful repetition to consolidate information into long-term memory. “Learning occurs best when new information is incorporated gradually to the memory store, rather than when it’s jammed in all at once,” Medina writes.
“Meaningful repetition” entails seeing the insights again, but in smaller, more relevant chunks. For example, if you complete an audience segmentation project, the initial presentation will likely contain an overwhelming amount of data for your cross-functional stakeholders to absorb. A post-presentation socialization plan that features key insights curated for each team will fare much better than a stand-alone presentation, especially if it spans several months.
Repetition isn’t just about hammering home the same message; it’s about framing insights in ways that meet stakeholders where they are, reinforcing the story with each interaction.
Applying the rule of seven to insights socialization
For market research and consumer insights teams, applying the rule of seven means designing a multi-touch strategy to keep insights alive and actionable. Instead of relying on a single deliverable, think of your research as an ongoing conversation with at least seven touchpoints. Here are five ways to make the shift:
- Start with the big picture: Begin with a high-level presentation or report that introduces the key findings. This will set the stage, spark curiosity and align your audience around the most critical insights.
- Tailor to teams: Break down the insights into smaller, actionable assets tailored to each department’s needs. For example:
- Marketing: Bite-sized audience profiles or brand equity insights shared in a regularly scheduled marketing meeting.
- Product development: A mini workshop focused on targeting unmet needs or user pain points for a specific product team.
- Leadership: One-page summaries linking insights to organizational goals and strategic road maps.
- Leverage visuals: Recycle the visuals from your original presentation and feature them one at a time in follow-up materials to help your audience recall this relevant insight for future use. When leveraging infographics, consider whether it makes sense to spend the time and resources on one central infographic or if your resources would be better spent creating bite-sized deliverables tailored to the needs of your key stakeholders.
- Find the right moments: Build insights into your organization's rhythm. Quarterly product reviews, campaign planning meetings or even town halls are perfect opportunities to reintroduce findings with fresh relevance. Find the active communication channels within your organization and begin regularly sharing and reframing insights there.
- Promote active learning: Engage stakeholders in workshops or post-presentation exercises that apply the insights to real challenges. Repeatedly working with the research findings sharpens your colleagues’ ability to use insights effectively, turning passive research requestors into insight activators.
A good insights socialization strategy builds stakeholder skills
Repetition isn’t just about making insights stick; it’s also about building your stakeholders’ insights literacy. As they encounter the same findings from multiple perspectives, they become better equipped to:
- Recognize patterns: Repeated exposure helps them see recurring themes in the data.
- Connect the dots: Revisiting insights in different contexts encourages cross-functional collaboration and critical thinking.
- Make faster, smarter decisions: Familiarity with insights reduces hesitation and builds confidence, even in high-stakes situations.
As researchers, we often take for granted our ability to apply market research and consumer insights findings to complex problems. A good insights socialization strategy should include hands-on opportunities for stakeholders to leverage the insights to solve real problems. This can be as complex as an all-day workshop or as simple as a 15-minute engagement exercise after the presentation.
The rule of seven and research socialization
Research doesn’t stop at the deliverable. To drive real impact, insights need to be revisited, reframed and reinforced over time. The rule of seven reminds us that resonance requires repetition. By applying this principle to research socialization, insights professionals can ensure their work becomes a trusted, indispensable tool for stakeholders – not just a one-time event.
Incorporating the rule of seven into your strategy not only helps insights stick but also empowers stakeholders to think like researchers. They’ll move from simply consuming data to actively using it to solve problems, build strategies and create value for the business.