Knowledge is a stepping-stone to insight.
With the statistical foundation for the segmentation in-hand, the next step is to re-integrate insights
developed during the qualitative phase as an interpretative lens for the quantitative data.
This is a highly synthetic stage of work that brings together qualitative findings, executive interviews,
stakeholder guidance and the statistical data set. We structure a proprietary and strategically-relevant
perspective on the differences between customers that make a difference.
The output of this stage is customized information views, typically including singular and compound
indices, infographics and maps locating the segments against relevant dimensions.
INNOVATION INSIGHT
KNOWLEDGE DATA MYSTERY
