Navigating the 'too much information' age

In a world of constant data flow, how can you avoid the pitfalls of trying to analyse too much? Ipsos's latest white paper explores the shift towards digital-first approaches in order to find out not just more, but what's more important.

The author(s)

  • Tara Beard-Knowland Social Intelligence Analytics, UK
  • Menaka Gopinath Online Communities, Ipsos UU, US
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In Ipsos's long history of research, we have seen many trends in how clients use data come and go. These days, we regularly hear from clients that there is no shortage of new information to mine. But if everyone has access to data and can lay claim to creating some useful finding, what is insight? The ‘Information Age’ is turning into the ‘Too Much Information Age’.

Navigating the 'too much information' age | IpsosThis paper, which first appeared on The Social Intelligence Lab's website, explores the shift towards digital-first approaches in order to find out not just more, but what's more important. Head of Social Intelligence Analytics, Tara Beard-Knowland in the UK and Menaka.Gopinath in the US, explain how you can avoid the pitfalls of trying to analyse too much, and how to think better rather than bigger.


As the Information Age, which started with the advent of personal computing, has progressed, so have research and insights. Over all those years that we have been in business, we have seen many trends and many fads in how clients use data and what methodologies are hot or not. What we see is that we have, by no means, reached the nexus of the Information Age – we hear from clients and suppliers that there is no shortage of new information to mine.

The problem is that the ‘Information Age’ is turning into the ‘Too Much Information Age’. You would be hard-pressed to find a department in any organisation that doesn’t deal with data of some kind. If everyone has access to data and can lay claim to creating some useful finding, what is insight?

The author(s)

  • Tara Beard-Knowland Social Intelligence Analytics, UK
  • Menaka Gopinath Online Communities, Ipsos UU, US