“Forget Big Data — right now, our bigger problem is fragmented data that comes from siloed user research teams.”
Just as we favor the research tools that we find familiar and comfortable, large organizations often use research methods that reflect their own internal selection biases. As a result, they miss out on detecting (and confirming) interesting patterns that emerge concurrently from different research silos. And they likely won’t learn something new and important.
IA thought leader Lou Rosenfeld explains how balance, cadence, conversation, and perspective provide a framework enabling your research teams to think across silos and achieve powerful insights even senior leadership can understand.