conversation about maximising value from customer insight

Curating a Big Picture, why research teams need to learn how

Research teams can be mistakenly viewed as simply research buyers or just project managers, for a number of reasons, including a lack of curating a big picture. I’m sure anyone leading a research or customer insight team can relate to the problems of such misconceptions. But, what do I mean by ‘curating a big picture‘? In many ways, this is an extension of the points I previously made on knowledge.. Read More

Do the stories, you tell your business, inspire?

Ten years ago, in 2005, a group of people working in the field of knowledge management across UK & USA, coined the phrase ‘narrative leadership‘. So was born what might appear another fad in the field of leadership. Plenty of books were written & conferences attended. But, once the dust had settled, and HBR et al were talking about other topics, positive progress had been made. More CEOs made use of stories.. Read More

3 tips for maximising your Analytics team

Following on from tips for your research and database marketing teams, this week we turn our attention to the 3rd quadrant of customer insight, your analytics team. Given the emphasis of advertising & events for this community, it’s tempting to focus on technical skills. So much social media airtime is given over to new software, coding skills or data solutions, you would think that was all that was needed for effective.. Read More

Analysts as storytellers

I wonder how many of you value storytelling as one of the most valuable skills in your analysts or data scientists. Do you? Even writing that it seems a strange thing to say, almost an oxymoron for such quantitative roles. Surely you can’t expect these specialists to also master the humanities? However, as I look back over the pieces of analysis which have driven most change in the businesses I’ve served,.. Read More