September 19, 2019
Online Masterclass for the Australian Market and Social Research Society (AMSRS)
I have just conducted an online Masterclass over two sessions for the Australian Market and Social Research Society (AMSRS). The theme was The Art & Science of Interpreting Data. The sessions were based on my new book, The High Performance Customer Insight Professional: How to make sense of the evidence, build the story and turn insights into action. The book is available on Amazon.
They were very enjoyable sessions, moderated by John Scott who was fantastic in creating an interactive session with great questions from the audience.
It was particularly interesting to learn that the issue raised at the recent ESOMAR Congress in Edinburgh about how we integrate more traditional questions-based research with insights gained from data analytics was reflected in the questions asked during the Masterclass session. The challenge of how we, as insight professionals, piece together all the available evidence – from traditional and AI assisted sources – and tell the insight story is clearly a worldwide priority issue.