GETTING INTIMATE
Structured sense-making
Richard RadkaAbstract
As providers of “research,” we conduct inquiry into consumer behavior in order to generate new insights. However, raw data are not insights. Observations without context provide very limited utility; defining sexy new trends each year is no basis for understanding; and academic theory is hard to apply directly within industry. This presentation will explore how using rigorous, transparent analysis and synthesis processes can provide more practical guidance for strategic decision-making. By changing emphasis from how we gather to how we interpret, we also shift focus to the “sense-making” aspects of our work, changing the perceived outcomes from description to prescription. Openly sharing how we transform data into insights makes it easier to integrate all types of qualitative and quantitative research techniques. It also enables clients to see our work, understand it, and engage with it directly – it gives them a reason to believe in our guidance.
Richard Radka
Rich Radka is a partner at Node, an innovation services firm based in Barcelona. Rich leads his teams toward deep understanding of how people think, feel, and behave in order to develop meaningful products, services, and experiences. Rich has worked across most product categories, but has a particular fondness for making sense of the massive and ongoing market, technology, and social changes that define industries such as digital communications, media, and entertainment.
KEEP ME INFORMED |