“Real insights come from seeing the world through someone else’s eyes. Many companies rely too much on big data and analytics in their hunt for strategic insights”….
“They’d do better if they actually went out and talked to their customers instead”
Another superb perspective from Dr Graham Kenny who we’re currently working with, and learning first-hand from.
These principles are at the core of what we as a strategy advisory, help our customers to start with.
Data certainly has its place. But too many people hide behind it. Instead of having invaluable “grass-roots” conversations.
Here are some snippets…
“Data is too rooted in what managers already think their customers are interested in”
“I have a real concern that — once again — CEOs will retreat to their suites….satisfied that the ‘insert xyz’ department will now do all the heavy lifting when it comes to listening to the customer”
“A study by Deloitte found that more than 2/3 of survey respondents stated that the third-party data about them was only 0 to 50% correct as a whole. 1/3 of respondents perceived the info to be 0 to 25% correct”
Let “the customer do the talking and the company do the listening”
Full article: Data Is Great — But It’s Not a Replacement for Talking to Customers