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’.
This 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, explains how you can avoid the pitfalls of trying to analyse too much, and how to think better rather than bigger.
- For more information about this paper or any of our work in this area, please do get in contact with us.