Research in Practice
The promise of social has always been this new consumer perspective, something we can’t see using more traditional methods. Unfortunately, many of the listening tools we have right now give us data, not insight. During...
Design thinking for data products – Part 2 of 3
Over a three-part series we explain how design thinking is applied to data science projects to build data products that are economically viable, desirable for the intended users, and technically feasible....
Design thinking for data products – Part 1 of 3
Creating value from data requires data products, i.e. innovative analytical solutions that extract relevant business information from the data for decision makers. Like any innovation, most data innovations fail in one or more dimensions: economic...
Retooling the insights profession to guide businesses to a New Normal – the essential role of agility
Businesses are beginning to find their way through the COVID-19 recession and are facing many changes, challenges and unknowns. Three themes are dominating their strategies: e-commerce; changing customer expectations and the need for agility. These...
Tectonic shifts of consumer needs below the surface
It has now been roundabout four months since the Corona crisis has hit the European continent. Many businesses have been thrust into deep uncertainty. It is exactly during this phase of disruption that we should...
Rethinking research at PepsiCo and Tata in times of pandemic (Part 2)
As COVID-19 lockdown restrictions gradually relax in some countries, we talk to Stephan Gans, SVP Chief Insights and Analytics Officer at PepsiCo and Adrian Terron, Head of Customer Centricity at Tata Group about the impact...