Why Are Insights So Hard to Find?

We are drowning in data. By 2025, we will be swimming in at least 175 Zettabytes of data. 90% of the world’s data was generated in the past 2 years!

At the same time, we are also trying to be more data-driven. Organisations are transforming themselves to figure out how best to utilise these treasure troves of data to help them analyse their processes, improve their performance, learn more about their customers, and even predict the future. However, finding the right insights is not easy.

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Why desk research is an important part of a data-driven culture

We all have heard the new adage that “data is the new gold”. Organisations are spending hundreds of millions of dollars building ‘data strategies’ to help them generate and organise more data to help them build competitive advantage. As the amount of data to be processed increases, so will the number of tools required to analyse them. However, building a data-driven culture and business is not just about giving your team the right tools and data to analyse, it is also about inculcating the right behaviours and building the right skillsets.

Desk research is a very accessible way for your team to incorporate data into their day-to-day work. Many employees go about their day executing on processes and tasks without finding insights that could help them, and therefore the business, work better. Here are several reasons why desk research is a great way to get your team to start learning about being data-driven, and start generating real business ROI’s from that behaviour:

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What is desk research?

As the world becomes more and more data-driven, it is important to ensure that you are informed when making decisions in your business. Desk research, also known as secondary research, is one of the most accessible ways to collect information quickly to generate meaningful insights.

As implied, desk research involves data gathering and analysis work that can be done without leaving the desk. It involves the collection and processing of information that has already been created by other people. This is in contrast with primary research which usually involves the creation or collection of new data through surveys, interviews, focus group discussions, and other primary data analytical tools.

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