Summary
There is no shortage of data in our organizations, including that which comes from research studies, in today’s “data-driven” organizations. Due to sheer volume, attention is often focused on the myriad tools and methods that exist to gather and manage data, not on the importance of establishing context and coherence across data sets. This talk will explore how researchers are uniquely qualified to use a mixed-methods mindset to transform fragmented data collection into meaningful insights, examine the barriers that challenge this outcome, and learn from real world examples about how to get stakeholders to demand the same.
Key Insights
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Data does not equal better research; insights are often overlooked in data saturation.
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Researchers must evolve into sense-makers who connect data to knowledge and wisdom.
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The data-information-knowledge-wisdom pyramid illustrates the importance of context in meaningful data interpretation.
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Knowledge cannot exist without human interpretation and context.
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Researchers can positively impact organizations by fostering collaboration and shared understanding.
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Insights should not be the researcher's alone; they must engage stakeholders in the interpretation process.
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Customization and flexibility in services are vital for customer retention.
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Cancellation metrics should be viewed as opportunities for engagement, not merely as failures.
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Effective research requires proactive collaboration, not reactionary response to stakeholder requests.
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Utilizing consistent questions across different studies cultivates macro themes for better insights.
Notable Quotes
"Just because we have more data doesn't mean we are doing better research."
"We are drowning in an endless sea of data yet stuck in an insight desert."
"Knowledge is constructed; it does not exist without human intervention and context."
"Data means nothing without the meaning we decide to apply to it."
"Research is both a noun and a verb; it's a process of collecting and interpreting."
"The insights we uncover need to be owned collectively, not just by the researchers."
"Every customer who canceled had to take a survey before they could cancel; context matters."
"Using consistent intro and outro questions helps capture macro themes across studies."
"Cancellations can be viewed through a lens of customer relationship continuity rather than simply lost sales."
"Deserts bloom too; even in challenging situations, opportunities for growth exist."
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