Transforming Insight Management: Data Storage Layers Approach

a multi-layer cake with frosting and strawberries

In the digital age, where customer insights data is as valuable as currency, how organizations store, access, and interpret this data can be the difference between market leadership or obsolescence. Traditional data storage models in customer insights platforms have generally followed two paths: document-based storage, which locks insights into static reports like PowerPoint or Word […]

Evidence, Insights, Knowledge and the Rutabaga Analytical Framework

Analytical Framework showing the relationship between evidence, insights and knowledge

In the pre-Rutabaga days of our consultancy, we recognized the necessity of a robust analytical framework. This need wasn’t just about articulating our post-research process in proposals or ensuring internal consistency in training, but also about visualizing research findings and highlighting the web of connections between insights. In some organizations, our frameworks were such a […]

Building Brand Trust: A Proven Framework for Enhancing Customer Loyalty and Brand Integrity

TRUST spelled in Scrabble tiles

Several years ago, I developed a journey mapping methodology, which helps organizations get an objective view of how their customers, partners, and employees view their company and brand. Since then, I’ve led teams that have conducted thousands of interviews across different business models from business-to-business (B2B) and business-to-consumer (B2C), across different industries. What I’ve found, […]

3 Reasons Why Fragmented Customer Data is Worse Than No Data at All

Fragmented Data

According to a study by Dresner Advisory Services, a staggering 83% of businesses recognize the vital role that data plays in their strategy. It’s like the old adage of 4 out of 5 dentists recommending sugarless gum to their patients who chew gum. Who is that 5th dentist endorsing sugared gum, and who are these […]