Page 7 - The EDIT | Q1 2017

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The Power of Insights
With 2017 already being in full swing, we want to make sure that you have everything you need to be fully equipped for another great and successful year ahead! This fifth issue of The EDIT is a deep dive into one of PHD’s core values: Curiosity. It is all about staying curious, mastering the art of uncovering insights and the different facets of insights generation.
Everything begins with understanding. And understanding starts with curiosity.
EDITorial
Before we can talk about why we need insights to stay ahead of the game, it is critical to define what an insight is — and it is probably
equally important, to define what it is not. The term ‘insight’ has a myriad of different definitions floating
around. It is better instead, to define what is not an insight.
Insight is not data
Data, Big Data, Smart Data, Open Data, Third
Party Data... the word data with all its variations is omnipresent. And while I do not want to undermine the importance of data, it is important to emphasize
that data by itself is simply just data. The best and most accurate data set has not much meaning if you do not slice and dice it with the objective to uncover meaningful, relevant insights.
Data by itself can take many forms, but we have to remember it is just that — data! Alone, it is not an insight, and it definitely won’t do the thinking for you.
David Jeffs from OMG APAC explores the idea that data alone is not enough to convey a message in his essay ”The power of Data Storytelling — and how
to master it”. We all need stories to tell — and while Continued over >
THE EDIT ISSUE 05 | Q1 2017