Many companies rely too much on big data and analytics in their hunt for strategic insights. They’d do better if they actually went out and talked to their customers instead, as Toyota and Adobe do, because data is too rooted in what managers already think their customers are interested in.
The ability to gather and process intimate, granular detail on a mass scale promises to uncover unimaginable relationships within a market. But does “detail” actually equate to “insight”?
Many decision makers clearly believe it does. In Australia, for instance, the…
