Learn about insights extraction at the ESOMAR Summer Academy
Insights extraction is a scientific activity as well as the finessed art of taking pictures of “the data” from different perspectives. All the while, the challenge remains to use and combine multiple sources of data and contrast the insights with existing ideas, experiences and assumptions.
At the ESOMAR Summer Academy 2017, our chairman, Dirk together with our director method and innovation, Jeroen held a workshop aiming to train people how to extract insights and turn them into action. The academy, running from June 6-8, was a week of practical learning and hands-on tips for research providers and buyers on need-to-know subjects.
Workshop date: June 7th, 2017
Location: DoubleTree by Hilton in Amsterdam, The Netherlands
– Dirk Huisman, Chairman at SKIM
– Jeroen Hardon, Director Methodology & Innovation Europe at SKIM
About the insights extraction workshop
Insights are the interpretation of: data, trends, observations, a collection of pictures, text from social media and more with the aim to increase effectiveness, reduce risks, and help understanding the reality better. Yes it is a very broad concept, with many context specific interpretations and practitioners. Insight extraction is at the core of the market research function, the insight professional, the big data specialist, the trend watcher etc.
During the one day workshop we took you on the rewarding journey from understanding the business question to sharing the insight. In a number of cases attendees extracted insights, applied the rules, and looked at the observations from different perspectives. They had to validate and to falsify the insights as well as learned by listening, observing and mainly by doing.