Businesses often use the little black box of data to help with a tactical play in a specific problem. It feels good when it works. Nothing else seems to matter ... but then they're lost in situations where they don't have it. But when a business builds a genuine, deeper understanding of its consumers it gains an advantage every day and across every play it makes. Drawing from his experience leveraging data at one of the world’s largest music publishers and now a leading book brand, David Boyle shows the importance of moving away from thinking of data as a little black box and on to building a deeper understanding of consumers as people throughout your business. Keynote David Boyle, SVP Consumer Insight, HarperCollins Publishers

1. Beyond Data: Building A
Deeper Understanding
David Boyle
SVP Consumer Insight. HarperCollins Publishers
@beglen

2. Deeper
understanding

3. … comes to mind quickly
… without much reflection
… without reasoning / inference
Deeper
understanding

4. “… I turn to
my computer
And spend
my evenings
with it
Like a friend …”

5. EXAMPLE'
#2A5DB0 !
#2200CC!
vs

6. #2A5DB0 !
#2200CC!
vs
EXAMPLE'

7. Deeper
understanding
… comes to mind quickly
… without much reflection
… without reasoning / inference

8. Deeper
understanding
… comes to mind quickly
… without much reflection
… without reasoning / inference
✗✗ ✗

9. Well I've never felt
such pleasure.
Nothing else seemed
to matter.
I neglected
my bodily needs.
I did not eat,
I did not sleep,
The intensity increasing,
’til my family found me
and intervened.

10. Well I've never felt
such pleasure.
Nothing else seemed
to matter.
I neglected
my bodily needs.
I did not eat,
I did not sleep,
The intensity increasing,
’til my family found me
and intervened.

12. Awareness

13. Awareness
Trial
Appreciation
Engagement
Advocacy

14. Awareness
Trial
Appreciation
Engagement
Advocacy
Who?
How?
Why?
Where?
How?

15. Awareness
Trial
Appreciation
Engagement
Advocacy
Who?
How?
Why?
Where?
How?
#2A5DB0 !
#2200CC!
vs

16. Awareness
Trial
Appreciation
Engagement
Advocacy
Who?
How?
Why?
Where?
How?
#2A5DB0 !
#2200CC!
vs
✗
✗
✗
✗
✗
✗
✗
✗ ✗
✓
✗

17. “… I was lonely,
I was lost,
Without my
little
black box …”

18. “… I was lonely,
I was lost,
Without my
little
black box …”

20. :(

21. :(

22. :(
:)

23. … comes to mind quickly
… without much reflection
… without reasoning / inference
Deeper
understanding

24. … comes to mind quickly
… without much reflection
… without reasoning / inference
✓
✓ ✓
Deeper
understanding

25. “… I need
deeper
understanding.
Give me
deeper
understanding …”

26. Tens of
thousands of
interviews

27. DATA INSIGHT DECISIONS

28. DATA
INSIGHT
DECISIONS

29. (It never works this way. Especially not in creative businesses)
DATA
INSIGHT
DECISIONS
People with hearts, minds
make decisions.
Not data.

30. Skills and !
expertise
Insight
from !
Consumers

31. Skills and !
expertise
Our experience
drives insight
Insight
from !
Consumers

32. Skills and !
expertise
Our experience
drives insight
Insight
supports usInsight
from !
Consumers

33. The$role$of$an$insight$team?$$
'
To'help'…'
'''''''''most'people'
with'most'ques5ons'
'''on'most'topics'
'''''in'most'situa5ons'

34. The$role$of$an$insight$team?$$
'
To'help'…'
'''''''''most'people'
with'most'ques5ons'
'''on'most'topics'
'''''in'most'situa5ons'
Deeper
understanding

35. Page$35$
Beyond Data: Building A
Deeper Understanding
David Boyle
SVP Consumer Insight. HarperCollins Publishers
@beglen