MN7P13SR, Building Business Insights
MN7P13SR，构建业务洞察力
Recommended Guidelines to AS1
AS1 的推荐准则
Content Page
内容页面
Executive Summary (5 marks, 200 words)
执行摘要（5 分，200 字）
1. Definition of the Problem (5 Marks, 400 words)
1. 问题的定义（5 分，400 字）
1.1 Summary and History of Client
1.1 客户端的总结和历史
1.2 Situation for Client at Outset of Problem Solving
1.2 客户在解决问题开始时的情况
1.3 Business Problem and Observations/Complications
1.3 业务问题和观察/并发症
1.4 Objective (Specific, Measurable, Actionable Problem)
1.4 目标（具体、可衡量、可操作的问题）
1.5 *Boundaries & Constraints
1.5 *边界与约束
1.6 *Criteria for Success
1.6 *成功标准
2. Disaggregation of Problem Structure and Solution Drivers (25 Marks, 2000 words)
2. 问题结构和解决方案驱动因素的分解（25 分，2000 字）
2.1 Initial Logic Tree (Three Layers)
2.1 初始逻辑树（三层）
2.2 *Evidence-Based Summary
2.2 *循证总结
2.3 *Fully-Referenced Commentary on Logic Tree
2.3 *Logic Tree 的完整引用评论
2.4 Expanded Logic Tree (Four Layers)
2.4 扩展的逻辑树（四层）
2.4.1 Solution Drivers
2.4.1 解决方案驱动程序
2.4.2 Hypothesised Solutions
2.4.2 假设解
2.5 *Evidence-Based Summary
2.5 *循证总结
2.6 *Fully-Referenced Commentary on Expanded Logic Tree
2.6 *扩展逻辑树的完整引用评论
3. Prioritisation of Solution Pathways (10 Marks, 800 words)
3. 解决方案路径的优先次序（10 分，800 字）
3.1 2x2 Prioritisation Matrix
3.1 2x2 优先级矩阵
3.2 Fully-Referenced Commentary on Prioritisation Matrix
3.2 关于优先级矩阵的完整参考评论
3.3 *Summary of Solution Pathways
3.3 *解决方案路径总结
4. Workplan (10 Marks, 800 words)
4. 工作计划（10 分，800 字）
4.1 Full Workplan Table
4.1 完整的工作计划表
4.2 Gantt Chart
4.2 甘特图
4.3 *Discussion of Challenges
4.3 *挑战讨论
*5. Analysis and Findings (25 Marks, 2,400 words)
*5.分析和发现（25 分，2,400 字）
5.1 *One-Day Answer
5.1 *一日解答
5.2 *Sequential Analysis
5.2 *顺序分析
5.3 *Insights Gained
5.3 *获得的见解
*6. Synthesised Conclusions (20 Marks, 1,600 words)
*6.综合结论（20 分，1,600 字）
6.1 *Synthesised Conclusions
6.1 *综合结论
6.2 *Pyramid Structure
6.2 *金字塔结构
6.3 *Commentary on Pyramid Structure
6.3 *金字塔结构评注
References
引用
Appendices (if needed)
附录（如果需要）
- Full Logic Tree Diagrams
- 完整的逻辑树图
- 2x2 Prioritisation Matrix
- 2x2 优先级矩阵
- Gantt Chart
- 甘特图
- Workplan Table
- 工作计划表
- Visuals and Graphs from Findings
- 来自调查结果的视觉对象和图表
Executive Summary (5 marks, 200 words)
执行摘要（5 分，200 字）
1. Definition of the Problem (5 Marks, 400 words)
1. 问题的定义（5 分，400 字）
1.1 Summary and History of Client (Part 1: 250 words)
1.1 客户总结和历史（第 1 部分：250 字）
*Hint*: Provide background information on the client, including industry, key products/services, and relevant history.
*提示*：提供客户端的背景信息，包括行业、关键产品/服务和相关历史。
- Example: “The client is a 50-year-old FMCG company that has seen steady growth until recent market disruptions.”
- 示例：“客户是一家拥有 50 年历史的快速消费品公司，在最近的市场中断之前，该公司一直保持稳定增长。
1.2 Situation for Client at Outset of Problem Solving
1.2 客户在解决问题开始时的情况
*Hint*: Describe the current situation or challenges the client is facing, which triggered the problem-solving process.
*提示*：描述客户面临的当前情况或挑战，这些挑战触发了解决问题的过程。
- Example: “The client’s sales have declined by 15% in the past two years due to increased competition.”
- 示例：“由于竞争加剧，客户的销售额在过去两年中下降了 15%。
1.3 Business Problem and Observations/Complications
1.3 业务问题和观察/并发症
*Hint*: Identify the business problem and the surrounding observations or complications.
*提示*：确定业务问题和周围的观察结果或复杂性。
- Example: “The business is experiencing low customer retention due to poor user engagement.”
- 示例：“由于用户参与度差，企业的客户留存率较低。
1.4 Objectives (SMART Goal)
1.4 目标 （SMART Goal）
*Hint*: Frame the problem with a specific, measurable, actionable, relevant, and time-bound goal.
*提示*：用一个具体的、可衡量的、可操作的、相关的和有时限的目标来构建问题。
- Example: “The objective is to increase customer engagement by 30% in the next six months.”
- 示例： “目标是在未来六个月内将客户参与度提高 30%。
1.5 *Boundaries & Constraints (Part 2: 150 words) 面临问题
1.5 *边界与约束（第二部分：150字） 面临问题
*Hint*: Identify any limitations such as budget, time, market conditions, or organizational values.
*提示*：确定任何限制，例如预算、时间、市场条件或组织价值观。
- Example: “The project budget is capped at $100,000, and results must be achieved within a three-month window.”
- 示例：“项目预算上限为 100,000 美元，必须在三个月内取得成果。
1.6 *Criteria for Success 1.6你给的方案KPI是什么？怎么样才算成功，时间
1.6 *成功标准 1.6你给的方案KPI是什么？怎么样才算成功，时间
*Hint*: Define the criteria that will determine the success of the problem resolution.
*提示*：定义将决定问题解决成功与否的标准。
- Example: “Success will be measured by a 15% increase in user engagement and a reduction in churn rate.”
- 示例： “衡量成功的标准是用户参与度提高 15% 和流失率降低。
2. Disaggregation of Problem Structure and Solution Drivers (25 Marks, 2000 words)
2. 问题结构和解决方案驱动因素的分解（25 分，2000 字）
2.1 Initial Logic Tree (Three Layers) (Part 1: 750 words)
2.1 初始逻辑树（三层）（第 1 部分：750 字）
*Hint*: Break down the business problem into components using a logic tree.
*提示*：使用逻辑树将业务问题分解为多个组件。
- Draw the Initial Logic Tree.
- 绘制初始 logic tree。
- Example: Start with the main problem and break it into key factors like “User Experience,” “Customer Support,” etc.
- 示例：从主要问题开始，将其分解为关键因素，如“用户体验”、“客户支持”等。
2.2 *Evidence-Based Summary 2.2：从哪里找到他们面临的问题在网站，文内引用、证据、那个网站
2.2 *循证总结 2.2：从哪里找到他们面临的问题在网站，文内引用、证据、那个网站
*Hint*: Summarize evidence and industry literature related to the problem.
*提示*：总结与问题相关的证据和行业文献。
- Example: “Research shows that 70% of customers leave websites due to poor navigation design.”
- 示例：“研究表明，70% 的客户由于导航设计不佳而离开网站。
2.3 *Fully-Referenced” Commentary on Logic Tree 2.3：逻辑树全部的部分讲解出来
2.3 *Fully-Referenced“ Commentary on Logic Tree 2.3：逻辑树全部的部分讲解出来
*Hint*: Justify the logic tree structure using data and research.
*提示*：使用数据和研究证明逻辑树结构的合理性。
- Example: “Poor user experience was identified as the root cause because 65% of users gave negative feedback about site navigation.”
- 示例：“糟糕的用户体验被确定为根本原因，因为 65% 的用户对网站导航给出了负面反馈。
2.4 Expanded Logic Tree (Four Layers) (Part 2: 1250 words)
2.4 扩展逻辑树（四层）（第 2 部分：1250 字）
*Hint*: Develop a more detailed logic tree that covers solution drivers and hypotheses.
*提示*：开发一个更详细的逻辑树，涵盖解决方案驱动因素和假设。
- Draw the Expanded Logic Tree.
- 绘制展开的 Logic Tree。
2.4.1 Solution Drivers
2.4.1 解决方案驱动程序
*Hint*: Identify key drivers that could solve the problem.
*提示*：确定可以解决问题的关键驱动因素。
- Example: “Improving the site’s mobile compatibility and speeding up the loading times.”
- 示例： “提高网站的移动兼容性并加快加载时间。”
2.4.2 Hypothesised Solutions
2.4.2 假设解
*Hint*: Hypothesize solutions that can address the drivers identified.
*提示*：假设可以解决已识别的驱动因素的解决方案。
- Example: “Introducing a mobile app or redesigning the website for faster loading.”
- 示例： “引入移动应用程序或重新设计网站以加快加载速度。”
2.5 *Evidence-Based Summary
2.5 *循证总结
*Hint*: Support your solutions with evidence from industry reports and academic sources.
*提示*：用来自行业报告和学术来源的证据来支持你的解决方案。
- Example: “A study by XYZ suggests a 25% increase in engagement when mobile apps are introduced.”
- 示例：“XYZ 的一项研究表明，引入移动应用程序后，参与度提高了 25%。
3. Prioritisation of Solution Pathways (10 Marks, 800 words)
3. 解决方案路径的优先次序（10 分，800 字）
3.1 *2x2 Prioritisation Matrix
3.1 *2x2 优先级矩阵
*Hint*: Use a 2x2 matrix to categorize solutions based on impact and feasibility.
*提示*：使用 2x2 矩阵根据影响和可行性对解决方案进行分类。
- Draw the 2x2 Matrix
- 绘制 2x2 矩阵
- Example: “Revamping the user interface is high-impact but medium feasibility, while improved customer service is medium-impact and high feasibility.”
- 示例：“改进用户界面是高影响但中等可行性，而改进客户服务是中等影响和高可行性。
3.2 *Fully-Referenced” Commentary on Prioritisation Matrix
3.2 *Fully-Referenced“ 对优先级矩阵的评论
*Hint*: Explain your reasoning behind the placement of each solution in the matrix.
*提示*：解释你在矩阵中放置每个解决方案的原因。
- Example: “Improving customer support was placed in the high-feasibility category because existing resources can be optimized.”
- 示例：“改善客户支持被归入高可行性类别，因为可以优化现有资源。
3.3 *Summary of Solution Pathways
3.3 *解决方案路径总结
*Hint*: Summarize the pathways that will be prioritized for further testing.
*提示*：总结将优先考虑进一步测试的途径。
- Example: “We will focus on redesigning the website’s navigation and enhancing customer support.”
- 示例：“我们将专注于重新设计网站的导航并增强客户支持。
4. Workplan (10 Marks, 800 words)
4. 工作计划（10 分，800 字）
4.1 *Full Workplan Table
4.1 *完整工作计划表
*Hint*: Include research questions, hypotheses, data sources, and analysis methods in a table format.
*提示*：以表格格式包括研究问题、假设、数据源和分析方法。
- Draw the full Workplan Table.
- 绘制完整的 Workplan Table。
4.2 *Discussion of Challenges
4.2 *挑战讨论
*Hint*: Identify potential challenges in implementing the workplan, such as data access or delays.
*提示*：确定实施工作计划时可能遇到的挑战，例如数据访问或延迟。
- Example: “User testing may be delayed if the prototype isn’t ready on time.”
- 示例：“如果原型没有按时准备好，用户测试可能会延迟。
5. Analysis and Findings (25 Marks, 2,400 words)
5. 分析和发现（25 分，2,400 字）
5.1 *One-Day Answer
5.1 *一日解答
*Hint*: Write out the:
*提示*：写出：
Situation,
S定位 /
Observation/ complication, and
观察/并发症，以及
Proposed Resolution.
5.2 *Sequential Analysis
5.2 *顺序分析
*Hint*: Analyse each research question and present findings, using visuals (e.g., graphs, charts).
*提示*：使用视觉效果（例如，图形、图表）分析每个研究问题并呈现结果。
- Example: “Chart showing a 15% increase in user engagement post-UI redesign.”
- 示例： “图表显示重新设计 UI 后用户参与度提高了 15%。
5.3 *Insights Gained
5.3 *获得的见解
*Hint*: Clearly state the key insights gained from each piece of analysis.
*提示*：清楚地说明从每项分析中获得的关键见解。
- Example: “Improved navigation resulted in users spending 30% longer on the site.”
- 示例： “改进的导航导致用户在网站上花费的时间延长了 30%。
6. Synthesised Conclusions (20 Marks, 1,600 words)
6. 综合结论（20 分，1,600 字）
6.1 *Synthesised Conclusions
6.1 *综合结论
*Hint*: Draw together all findings into a cohesive conclusion.
*提示*：将所有发现汇总成一个有凝聚力的结论。
- Example: “The proposed solution effectively addresses the core issue, leading to a 25% increase in customer retention.”
- 示例：“建议的解决方案有效地解决了核心问题，使客户保留率提高了 25%。
6.2 *Pyramid Structure
6.2 *金字塔结构
*Hint*: Present your conclusions using the pyramid structure, starting with the main solution and supporting it with facts and insights.
*提示*：使用金字塔结构提出您的结论，从主要解决方案开始，并用事实和见解来支持它。
- Draw the Pyramid Structure.
- 绘制金字塔结构。
- Example: “The top-level solution is improving site usability, supported by data showing improved engagement.”
- 示例：“顶级解决方案正在提高网站的可用性，数据显示参与度有所提高。
6.3 *Commentary on Pyramid Structure
6.3 *金字塔结构评注
*Hint*: Provide commentary on how the pyramid structure strengthens your argument.
*提示*：提供关于金字塔结构如何加强您的论点的评论。
- Example: “The pyramid structure allows for a logical flow, starting with the overarching solution and drilling down to detailed evidence.”
- 示例：“金字塔结构允许逻辑流，从总体解决方案开始，向下钻取到详细证据。
Reference
参考
- Ensure all evidence and sources are properly referenced using the **London Metropolitan University Harvard Referencing Style**.
- 确保使用 **London Metropolitan University Harvard Referencing Style** 正确引用所有证据和来源。
Appendices (please attached your signed log sheet)
附录（请附上您签名的日志表）