How can Morning Consult balance the depth of analysis in its Brand Intelligence reports with the need for easily digestible insights for busy executives?

Introduction

Balancing the depth of analysis in Morning Consult's Brand Intelligence reports with the need for easily digestible insights for busy executives is a critical trade-off. This scenario involves optimizing the product to meet the needs of high-level decision-makers while maintaining the analytical rigor that sets Morning Consult apart. I'll address this challenge by examining the product context, identifying key metrics, designing experiments, and providing a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Based on the competitive landscape, I'm thinking brand differentiation is crucial here. How does the depth of our analysis currently set us apart from competitors?

Why it matters: Helps understand the unique value proposition and what we can't compromise Expected answer: Our analysis depth is a key differentiator Impact on approach: Would focus on maintaining depth while improving digestibility

• Considering our revenue model, I assume these reports are a primary product offering. What percentage of our revenue comes from Brand Intelligence reports?

Why it matters: Determines the potential business impact of any changes Expected answer: Significant portion, likely over 50% Impact on approach: Would justify investing more resources in optimizing the reports

• Looking at user behavior, I'm curious about how executives currently interact with the reports. What's the average time spent reviewing a report?

Why it matters: Indicates the level of engagement and potential for improvement Expected answer: Likely less than 30 minutes per report Impact on approach: Would focus on quick-access features and executive summaries

• Regarding technical feasibility, are we currently using any AI or machine learning to generate insights or summaries?

Why it matters: Explores potential for automated solutions Expected answer: Limited use, mostly manual analysis Impact on approach: Would consider investing in AI-driven summarization tools

• Considering resource allocation, how much capacity do we have to redesign the report format or develop new features?

Why it matters: Determines the scope of potential solutions Expected answer: Limited resources available Impact on approach: Would prioritize high-impact, low-resource solutions