As a Market Research & Insights professional, you have likely heard the term “insights democratization.” Going back to its use in 2016 in a speech given by Ray Poynter, the phrase invokes a vision of organizations that have numerous data sources, and data-based findings, that are seamlessly shared within and between various functional areas in a friction-free manner. Everyone with appropriate permissions has access to all the customer data they need–whether from behavioral data, transactional data, syndicated data, or primary market research data.
This idealized version for seamless data and insights sharing, in a perfect world, would be executed without issue. The main difficulty, in many cases, is breaking down the barriers between data silos so that business decision-makers can get the information they need regardless of what “silo” is in their business function’s domain.
In this episode, Research Rockstar President Kathryn Korostoff interviews Thor Olof Philogène on this important topic, and they also discuss some of the innovative things his company, Stravito, is doing to advance data democratization from aspiration to reality. Stravito’s Insights Dashboard seeks to offer a centralized hub for silo-free access to relevant and comprehensible insights that can draw from multiple data sources.
Please check out our most recent podcast episode on Youtube (or Apple Podcasts) to learn more about insights democratization and how it might be relevant for your team in 2023.
