GLOBAL PERSPECTIVE FROM AN AI CEO Kathryn Topp shares that you are not alone in thinking that data overload is leading to a lack of data quality which is leading to the need for talent and a more straightforward approach. She shares thoughts on the fact that the data quality issue is in fact ubiquitous and it is in fact global... and in fact solvable.
The expanding base of job functions featured in the survey respondent community is consistent with what we’re seeing when we are interacting across the world with different research markets. The growth in analytics is commensurate with more data coming on board. So you’ve got traditional consumer research teams all of a sudden dealing with a lot more diverse data. And with that comes the need for not only new and different types of tools for analysis, but also a slightly different skill set for the team. There is a real desire to start exploring different data and also bring in new tools to do that. So, from that point of view, I think the industry is starting to embrace new and different ways of thinking, which historically it has been quite a conservative industry, so it’s nice to start to see it open up and think differently.
“There is a real desire to start exploring different data and bringing in new tools to do that. So, from that point of view, I think the industry is starting to embrace new and different ways of thinking...” Any business that’s growing and is serious about improving its delivery to customers and its products needs to be data-driven and customer driven. Organizations that are really focused on understanding and listening to their marketplaces are the ones that will be growing. The shortage of talent is universal across multiple industries. It’s not unique to the insights industry, but what I would say is I think the growing and fostering of the next generation of researchers is really important and is something as an industry we need to invest in. Also, diversification, as the role of the insights team diversifies, we need to diversify with it and that’s all about the new types of data. Speed to deliver insights being a challenge is consistent with everything we see in a lot of the market development we do in talking with our customers and it’s obviously one of the key reasons why we developed the technology we developed.
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