|Author(s): Christian Kugel, Thomas Kelly
Collection: Congress 2014 - What Inspires?
ESOMAR Best Paper Award 2014/2015
ESOMAR Congress 2014 Award Nominee - Best Methodological Paper
ESOMAR Congress 2014 Award Winner - Best Paper Overall
|PDF version (download)|
Members: EUR 0.00
The jury said:
"Another important topic, especially client side, to ensure that the insights are fully leveraged.”
How do we make our stakeholders smarter? This is the key question for any consumer and marketplace insight team. Data experts need to be smart. How smart? That is determined by how we empower others with the data and information we provide. With the expanded discourse around big data, broader pools of people expect to have deep insights at their fingertips. Like most research teams, our remit has evolved beyond enlightening a few select stakeholders; we now need to make EVERYONE smart. It is impossible to accomplish this via the typical channels of research reports and presentations. We believe that a change is needed in the approach. We need to progress past "push" knowledge sharing and embrace a more "pull" oriented mentality. This paper reveals the critical path to a self-service app we recently built which enables Configurable Insights.