Walking down the street, I make a number of observations about the world around me: I notice how many women seem to have a bob-style haircut or the dominance of white cars on the road. Everyday each of us is bombarded with a wealth of information, constantly taking in the world around us. There has never been a greater wealth of data or information at our disposal than there is today. Yet just like my observations while walking down the street, none of this information is truly transformational. At most it is useful, and in today's world of slow growth and big data what we really need are insights that lead to action. The ability to transform a wealth of complex data into insights and ultimately turn those powerful insights into strategy is increasingly separating the winners from the losers.
Nicki Cunliffe & Olivia Barlow, Kantar Millward Brown 3 days ago