From Information to Insights

Having worked in research consulting, I know that all too often data does not produce insights.
The figure depicts a knowledge hierarchy. I have adapted it from Nissen and other knowledge management researchers to include insights at the very top of the hierarchy. That's where we want to go!


But how? We all know data, dead numbers in an Excel sheet - not very actionable and very very abundant. To move data up the ladder, we need to discuss it and make it come alive in the organisation. There are, however, central barriers to this happening;

1. management awareness
2. employee interest
3. availability (in terms of both restricted access and data organisation)
4. organisational ability.

These are just the barriers, we also find drivers in the shape of variety in the types of data, we gather. We need to make sure that we are able to uncover latent needs and not just do what customers say they want right now. Doing that would could lead into situations like 'New Coke', where there was a mass of information and data on customers, but not any that could predict the massive failure of the product.