The document discusses how data and analytics have become a new source of competitive advantage. It notes that the C-suite is demanding more business results from insights like customer growth, revenue growth, and share growth. However, research teams often struggle to deliver real-time data and insights, provide a future view, and increase business impact due to limited delivery systems, data silos, and a tactical mindset. The document outlines seven critical steps for research teams, which include cultivating a growth mindset, observing rather than just asking, synthesizing data, democratizing data access, disaggregating the value chain, evolving industry business models, and rethinking skill sets to focus more on business outcomes and consultancy.

1. Generating Insights in a Hyperconnected
and Data-Driven World
Kumar Mehta, PhD
Reed Cundiff

2. Data and Analytics are the new source of competitive advantage
Data/AnalyticsCost/Process
Until 1990s
Technology
2010 Onwards

3. Crossroads: Reinvention or Irrelevance?

4. The C-suite Demands Business Results
Customer
growth
Revenue
growth
Share
growth

5. Consult on Business
Issues
C-suite looks to research to… Why its difficult to deliver:
Deliver Real-time Data
& Insights
Provide a Future View
Generate a 360 View
Increase Business
Impact
Insufficient Delivery Systems
Researchese
Limited Predictive Analytics
Data Silos, Limited Synthesis
Tactical Mindset

6. 7 Critical Steps
Cultivate a Growth Mindset
Observe, Don’t Ask
Synthesize
Democratize Your Data
Disaggregate the Value Chain
Evolve the Industry Business Model
Rethink Your Skill Set

7. Rethink Your Skill Set
Business Outcome Model
Business
Consultancy
30%
Research
Operations
70%

8. Cultivate a Growth Mindset
Knowing
Cannot risk,
cannot fail
Limit feedback,
stay on track
Learning and
growing
Embrace challenges,
learn from failure
Give & get feedback,
reflect and iterate

9. Observe, Don’t Ask
Predict
Sales Volume
Identify
Trends
Gain a
360° View of
Customers
Monitor
Social
Sentiment
Analyze
Search
Behavior
Combine
Behaviors +
Perceptions

10. Synthesize

11. Democratize Your Data
Information at your fingertips

12. Disaggregate the Value Chain
Data Collection
Analytics
Synthesis

13. Evolve the Industry Business
Model
Vertical, data collection focused relationships give
way to retainer based relationships

14. Start the Journey Now
• Rethink Your Skill Set
• Cultivate a Growth Mindset
• Observe, Don’t Ask
• Synthesize
• Democratize Your Data
• Disaggregate the Value Chain
• Evolve the Industry Business Model

15. Thank you!