Why I Hate Insights by Suzana Pamplona Miranda, Johnson & Johnson - Presented at Insight Innovation eXchange LATAM 2013
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Why I Hate Insights by Suzana Pamplona Miranda, Johnson & Johnson - Presented at Insight Innovation eXchange LATAM 2013
- 1. MARKET RESEARCH IN CONNECTIVITY ERA By Suzana Pamplona JOHNSON & JOHNSON Consumer - Strategic Insights Director 1
- 2. AGENDA why I hate insights knowledge and connectivity market research in connectivity era
- 3. by Thinkmap Visual Thesaurus Who identifies with him? by Gettyimages
- 4. by Thinkmap Visual Thesaurus by Thinkmap Visual Thesaurus
- 5. “Knowledge is a system of connections. Learning is not an inner and individual activity anymore.” George Siemens
- 6. Knowledge is fluid. Knowledge is distributed.
- 7. NO LINE
- 9. Chaos is a new reality for knowledge workers.
- 10. Biggest CMO headaches Source: IBM Global CMO Study Base: 1,700 chief marketing officers from 64 countries
- 11. MR for strategic decisions Source: IBM Global CMO Study Base: 1,700 chief marketing officers from 64 countries
- 12. WHAT IS, THEN, MARKET RESEARCH IN CONNECTIVITY ERA?
- 13. CHANGE IS OUR SINGLE CERTAINTY Source: GRIT Report 2013
- 14. by Thinkmap Visual Thesaurus WHAT WE WANT TO BE WHEN WE GROW UP?
- 15. by Thinkmap Visual Thesaurus What you wanted to be when you were a child? Arquivo pessoal
- 16. Professors are not knowledge suppliers. They are curators and partners in its development.
- 17. INSPIRE GUIDE TEACH CHALLENGE
- 18. “There are no facts, only interpretations.” Curation, by Oxford, means: select, organize and present, using professional or expert knowledge.
- 19. FOR YOU
- 21. Source: GRIT Report 2013
- 22. by Thinkmap Visual Thesaurus Source: GRIT Report 2013
- 23. Source: GRIT Report 2013
- 24. “To unite the chaos of reality into understandable concepts.” Max Weber, German Sociologist 24 1864-1920
- 25. What really matters to connect the dots in a connectivity era?
- 26. FROM TO Insights Knowledge Curation Information Meaning creation Linearity Organic Conformity Customization Presentation Story telling Detachment POV Descriptive Interpretative Factual Contextual “Research shows” “Finally, I understood...” Research suppliers Knowledgeable consultants Knowledge management Knowledge nurture
- 27. A perspective about reality to inspire imagination Recontext Connect
Editor's Notes
- Nosso propósito deve estar a serviço da expansão do universo cognitivo humano, compartilhando conhecimento e fornecendo as ferramentas para um acesso fácil, para que as pessoas possam fazer as suas próprias sinapses. Em última análise, deve inspirar e influenciar decisões significativas. Neste sentido, convido a ver a nós mesmos como criadores de significado, para ir além da informação pontual. Devemos gerar sapiênciaque está relacionada a "degustação“, como a que buscamos da alta gastronomia. Queremos saborear conhecimento e não insights como se fosse fastfood. Eu convido vocês a serem curadores deste conhecimento.
- Sim. Hoje temos muitas tecnologias, mas o mais importante é adaptar ao contexto, criar pontes, analisar, interpretar tendo como fim tonar caos em conceitos compreensíveis e que realmente facam diferença. Sendo curadores, podemos ser os condutores quegeramdiferencial, assumindoumaposicao de grandeinfluencianasorganizacoes.