AI Reduced Research Brief Prep Time from 60 Minutes to 5

Michele transformed a time-intensive research brief process into a streamlined 5-minute task with AI, enabling rapid, consistent insights delivery.

Introduction

Michele DeKinder-Smith, President of Linkage Research, is committed to delivering fast, high-quality consumer insights. As a leader in AI-enabled insights, Michele frequently converts awarded Statements of Work (SOW) into Research Briefs, a task essential for aligning her team and clients on project goals. But with a heavy weekly workload, the hour it took to create each brief was adding up. Turning to AI, Michele found a way to convert SOWs into Research Briefs in just 5 minutes, giving her back valuable time and ensuring a faster start for each project.

Challenges

Converting an SOW into a Research Brief was a task Michele managed multiple times each week, and it presented several challenges:

• Time-consuming document preparation: Each brief took an hour to create manually, which compounded quickly with her weekly workload.
• High frequency of deliverables: With at least one brief needed every week, Michele required a consistent and efficient way to complete the task.
• Need for accuracy and clarity: Each Research Brief had to accurately capture the scope and objectives outlined in the SOW, as any misalignment could delay project execution.

Michele needed a faster way to convert SOWs into concise, effective briefs without sacrificing quality.

The AI Solution

Leveraging AI-enabled insights, Michele streamlined her Research Brief creation process. Here’s how AI helped:

• Automated document conversion: AI quickly parsed the awarded SOW, identifying and extracting key objectives, timelines, and deliverables.
• Consistent brief formatting: AI applied a standardized format to each brief, ensuring consistency across projects.
• Streamlined content refinement: Michele could complete minor edits and add client-specific details in just a few minutes, resulting in a finished brief without lengthy revisions.

Within 5 minutes, Michele had a fully-prepared Research Brief ready to share with her team, a process that previously took her an hour per brief.

Remarkable Progress

The transformation was immediate and impactful:

• Time savings: Michele’s Research Brief preparation time dropped from 60 minutes to just 5, freeing up hours each week.
• Increased productivity: By automating the process, Michele could now handle weekly briefs more efficiently, focusing on delivering insights rather than spending time on documentation.
• Consistency across projects: With AI applying a standardized format, each brief maintained a professional, uniform appearance that saved additional editing time.

With AI handling the majority of the work, Michele was able to keep her team aligned and projects on track more effectively than ever before.

“AI has been a game-changer. What used to take an hour now takes just a few minutes. It’s about delivering value faster and keeping projects on track without delays.”

Michele DeKinder-Smith, MMR
President at Linkage Research and Consulting, Inc. and Principal Consultant

A Defining Moment

For Michele, the defining moment was the realization that AI could handle the bulk of the work, allowing her to refine only the most critical parts. This shift from manual document preparation to quick, automated briefs gave her an edge in productivity and allowed her to deliver value to clients faster. Knowing that she could produce high-quality, standardized briefs in minutes, Michele felt a renewed confidence in meeting her project goals without delay.

Ongoing Impact

Now, Michele uses AI to generate Research Briefs at least once a week. This streamlined approach has become essential to her workflow, enabling her to focus on what she does best: helping clients gain insights faster, better, and more affordably. With AI as her partner, Michele sees limitless possibilities for further enhancing her deliverables and service quality.

As a principal consultant and leader in consumer insights, Michele continues to innovate, exploring new ways AI can simplify tasks and add value to each project.

Michele’s Perspective

Reflecting on her experience, Michele shared, “AI has been a game-changer. What used to take an hour now takes just a few minutes. It’s not just about saving time—it’s about delivering value faster and keeping projects moving forward without delays.”

Conclusion

Michele DeKinder-Smith’s experience illustrates how AI can transform repetitive tasks into fast, efficient processes. By reducing Research Brief prep time from an hour to just 5 minutes, Michele can now serve her clients with greater speed and precision. This case study highlights the power of AI for consumer insights professionals looking to improve efficiency and client satisfaction.

Call to Action

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