ABSTRACT
A few years ago, a client came to me with a unique challenge. Their in-house innovation team had compiled an enormous stockpile of data (both qualitative and quantitative) over the course of their five-year existence, and they were having trouble making sense of it all. They’d been conducting research, gathering case studies, and gradually growing their knowledge base, but ended up feeling like they were just chasing one trend after another. They had a tremendous amount of knowledge about their customers, their sales force, and their competition, but were unable to derive broader longitudinal learnings that would give them more focus. In short, they were looking for a way to organize and channel their cumulative knowledge to identify larger themes and insights to influence corporate strategy more effectively.
