Reflection – Mind Mapping 

 Challenge 

 I am a member of my organization ’s Customer Insights group , a relatively small group of six people   within a much larger Marketing Department of about 200 people .   The purpose of our group is to   provide our internal clients with actionable customer insights , based on a variety of both qualitative   and quantitative research methods . However , we face many challenges within the Department ,   including a lack of resources , little power and influence , poor communication between groups , and   misalignment on project priorities . 

 Selection 

 Our Customer Insights group has already spent significant time on defining the current state ,   including interviews / ethnographic research and projective state / creative output exercises with our   key stakeholders across the Department .   We also have quantitative data based on internal   satisfaction surveys that we ’ve analyzed . We believe we have collected enough data and are ready   to progress on to identifying patterns and insights . Therefore , we decided to try the Mind Mapping   tool . 

 Application 

 For our Mind Mapping session , knowing that we had to align our Department to my group ’s current   reality , we purposely invited our group ’s key stakeholders from each internal group that we support .   We had representation from all groups within the Department , including Digital , Loyalty , Customer   Experience , Product , Brand , Advertising , and Market Strategy , along with our group . In total , we had   cross - functional representation and a group of about 20 people assembled , ready to share their   input . 

 We started the session by first creating an “ art gallery ” of all existing data we had collected , and   asked everyone to individually browse . We provided multi - colored sticky notes and asked them to   pull out ideas from the data on our group ’s current state and challenges . Next , we broke the group   into 4 groups of 5 people each , and asked that they work together and cluster their thoughts on a   large white board . There were many commonalities between the groups , and the key clusters   revolved around 1 ) Lack of understanding within the Department about the value Customer Insights   adds ; 2 ) Lack of people resources ; while the Department has grown over time the Customer Insights   group has not kept pace ; 3 ) Poor awareness / socialization of successful projects we ’ve completed ; 4 )   Silos and lack of communication in the Department cause research inefficiencies in terms of time   and budget ; 5 ) Often Customer Insights is n’t involved early enough in the process , resulting in   decreased quality of research . 

 The most challenging part of our Mind Mapping session was definitely the next step , which is looking   for connections and themes between and among clusters . The key stakeholders in the room had a   difficult time grasping the concept at first but eventually got the hang of it . What helped move this   along was having them ask the question , “ So what ? ” for each cluster . What are the implications of   that particular challenge to the Customer Insights ’ team ?   Having the clusters displayed visually on a   white board certainly helped as well . 

 Insight 

 We were able to develop several new insights as a result of our Mind Mapping session – centering   on the topics of education , communication , and socialization .   First , the Customer Insights team 

 currently does not do a good job of educating our internal clients on the process of conducting   quantitative and qualitative research ( contributing to poor knowledge about the value we add , and   when to involve our team ) . Second , the Customer Insights team does not currently share project   results across the Department ( contributing to lack of visibility , power , and influence ) . Third , the   Customer Insights team does not currently get involved in clients ’ ongoing strategy ( contributing to   late involvement in projects , and lack of proactiveness ) . 

 Approach 

 The Mind Mapping session was very productive , and we uncovered insights that we would n’t have   on our own if we had n’t involved our internal clients .   If we were to conduct another session , I would   definitely invite Department Leadership along with our key stakeholders , to better align across the   Department . As a next step , we will move on to the “ What If ” stage of brainstorming on the insights   developed during our Mind Mapping session . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection – Mind Mapping 

 Challenge 

 I am a member of my organization ’s Customer Insights group , a relatively small group of six people   within a much larger Marketing Department of about 200 people .   The purpose of our group is to   provide our internal clients with actionable customer insights , based on a variety of both qualitative   and quantitative research methods . However , we face many challenges within the Department ,   including a lack of resources , little power and influence , poor communication between groups , and   misalignment on project priorities . 

 Selection 

 Our Customer Insights group has already spent significant time on defining the current state ,   including interviews / ethnographic research and projective state / creative output exercises with our   key stakeholders across the Department .   We also have quantitative data based on internal   satisfaction surveys that we ’ve analyzed . We believe we have collected enough data and are ready   to progress on to identifying patterns and insights . Therefore , we decided to try the Mind Mapping   tool . 

 Application 

 For our Mind Mapping session , knowing that we had to align our Department to my group ’s current   reality , we purposely invited our group ’s key stakeholders from each internal group that we support .   We had representation from all groups within the Department , including Digital , Loyalty , Customer   Experience , Product , Brand , Advertising , and Market Strategy , along with our group . In total , we had   cross - functional representation and a group of about 20 people assembled , ready to share their   input . 

 We started the session by first creating an “ art gallery ” of all existing data we had collected , and   asked everyone to individually browse . We provided multi - colored sticky notes and asked them to   pull out ideas from the data on our group ’s current state and challenges . Next , we broke the group   into 4 groups of 5 people each , and asked that they work together and cluster their thoughts on a   large white board . There were many commonalities between the groups , and the key clusters   revolved around 1 ) Lack of understanding within the Department about the value Customer Insights   adds ; 2 ) Lack of people resources ; while the Department has grown over time the Customer Insights   group has not kept pace ; 3 ) Poor awareness / socialization of successful projects we ’ve completed ; 4 )   Silos and lack of communication in the Department cause research inefficiencies in terms of time   and budget ; 5 ) Often Customer Insights is n’t involved early enough in the process , resulting in   decreased quality of research . 

 The most challenging part of our Mind Mapping session was definitely the next step , which is looking   for connections and themes between and among clusters . The key stakeholders in the room had a   difficult time grasping the concept at first but eventually got the hang of it . What helped move this   along was having them ask the question , “ So what ? ” for each cluster . What are the implications of   that particular challenge to the Customer Insights ’ team ?   Having the clusters displayed visually on a   white board certainly helped as well . 

 Insight 

 We were able to develop several new insights as a result of our Mind Mapping session – centering   on the topics of education , communication , and socialization .   First , the Customer Insights team 

 currently does not do a good job of educating our internal clients on the process of conducting   quantitative and qualitative research ( contributing to poor knowledge about the value we add , and   when to involve our team ) . Second , the Customer Insights team does not currently share project   results across the Department ( contributing to lack of visibility , power , and influence ) . Third , the   Customer Insights team does not currently get involved in clients ’ ongoing strategy ( contributing to   late involvement in projects , and lack of proactiveness ) . 

 Approach 

 The Mind Mapping session was very productive , and we uncovered insights that we would n’t have   on our own if we had n’t involved our internal clients .   If we were to conduct another session , I would   definitely invite Department Leadership along with our key stakeholders , to better align across the   Department . As a next step , we will move on to the “ What If ” stage of brainstorming on the insights   developed during our Mind Mapping session .
### Output: 