Attest：自助服务研究洞察平台指南（中译版）（32页）.pdf

1、The Guide to Self-Service ResearchAn insight leaders handbook2The Guide to Self-Service ResearchIntroductionTechnology is a double-edged swordTodays insight leaders have to deal with challenges that were unimaginable just a few years ago.Obviously,technology is one of the biggest culprits.On the one

2、 hand,it has helped trigger huge innovation in market research and insight.Consumers are permanently connected.They can give feedback about any experience in-the moment.Data about them is getting richer all the time.New software lets us analyse pictures,video,unstructured text,millions of social pos

3、ts or billions of points of location,e-commerce or consumption data.Its amazing.The Head of the Unilever Global CMI team recently divulged how over five years-they evaluated more than 5,000 startups and ran trials with nearly 800.We really are seeing a Cambrian Explosion of insight technology.But on

4、 the other hand,this can leave you with quite a headache.The insight team at Nestl,for example,uses more than 100 different data sources and tools,and this is the new normal for large organisations.But more data doesnt always mean more clarity:it can increase the risk of getting conflicting answers

5、to the same question.Or even tempt people to cherry-pick the answer that best confirms their hypothesis.Technology brings other challenges.Where do you find the time to learn how to use all these tools?Do you expect everyone in the team to get up to speed or do you hire technical specialists?And wha

6、t happens when other departments want their own data sources and research tools?Do you engage?Or leave them to their own devices?Its hard to get the balance right between technology-as-opportunity and technology-as-risk.More data doesnt always mean more clarity:it can increase the risk of getting co