Data Science + Market Research = Research Science

A great many market researchers are “numbers people”. This shouldn’t be a surprise, when we consider how central statistics, sampling, projection, and prediction are to our business. But the all-too-common gulf between market researchers and our data scientist colleagues is a surprise. This disconnect between market research and data science inhibits capabilities in the short term and hurts long-term competitiveness. Which is silly, because this disconnect is completely unnecessary.

Product Portfolio Strategy: Offense or Defense?

When building an insights or analytics product portfolio, is it better to focus on the portfolio’s offensive or defensive characteristics?

Neither.

This is a false dichotomy. A good portfolio strategy will strike a balance by using your products to acquire clients, undermine competition, and boost your brand (offense), while simultaneously protecting/growing margins, increasing client retention, and resisting downward pricing pressure (defense).