Are you collecting data pebbles or insight rocks?
These days we’re overloaded with information. The flood of data is overwhelming & makes it harder, not easier, to make decisions.
Most firms I talk to have become very good at collecting data pebbles. Stand-alone surveys, transcripts from individual client conversations, email feedback, online reviews…
There’s something special about each pebble that can be distracting when you look closely. But seen together, they just blur into a sea of sameness.
Manually making sense of data pebbles is hard.
Despite all the survey tools, research agencies & social media listening available to firms, too many client-related decisions still get made on the assumption – the views from some clients or last year’s research are still relevant to all clients today.
Firms don’t need more data pebbles, they need some insight rocks.
Insight rocks turn thousands of small data points into the essential themes a firm needs to know.
Insight rocks cut through the noise to answer ‘so what?’.
Like cairns on a mountain, they stand out & show the way to the top.
So the next time your firm decides to “do a survey”, pause & first decide how you will use it to create new insight rocks.