Description: Bringing Insight to Innovation: From Data to Insight with N=1
Businesses are drowning in data - a river of data that is big and noisy and hard to navigate, with many currents. The more complex the environment, the harder it can be to see the stories in the data. But data is only useful to us when it tells us stories about customers. Big data and small data must work together to help organizations create competitive advantage through innovation.
Two cases will be presented in brief. Each organization was making a relatively large technology investment over a multi-year time-frame to for B2B target groups. Both of the insights projects were developed in parallel with the IT project team’s work.
A combination of methods was used in each project, over multiple phases, to help the internal team their data to life, generate fresh concepts, and refine the concepts.
Nuggets of insight bring stories to data that can power customer-focused innovation. It’s an iterative process, where data provides the context for qualitative insights, and then insights become context for interpreting data.
The power of n=1 is the power of de-averaging the customer. When managers become immersed in the stories of individual customers, they can see new ways to navigate complex environments.
Please note: Due to a conflict, we have changed the date of this Qcast to Thursday, September 12. Our apologies for any inconvenience. All current registrations have been transferred to the new date, so no one need re-register. The Qcast will be archived at the usual spot on the QRCA website.
Speaker: Susan Abbott
Susan Abbott is a qualitative researcher with a passion for customer insights that bring new ideas to life.When not working, she likes to paddle and paint outdoors, ride a Vespa, and pick up sparkly ideas.
Before founding Abbott Research + Consulting in 2001, Susan was a vice-president of TD Bank Financial Group where she held diverse general management positions. She has an MBA from Ivey, and holds the CMRP research designation, as well as advanced training in the Creative Problem Solving process.
Susan authored The Innovative Organization, a book commissioned by Schulich Executive Education (York University), based on qualitative research with more than 120 executives, which now forms the core of their Innovation program. Considered a leader by her peers, Susan has twice been elected to the QRCA Board of Directors. She publishes theIdeaStudio content site, and tweets as @susanabbott.
Susan is also the co-founder of Think Global Qualitative, a global alliance of master qualitative researchers, formed to provide local boutique-style support for global qualitative projects.