Ponderings from the Perch recently hosted PSB’s Chris Frank. Chris talks about his IWIK (I Wish I KnewTM) framework and how insights teams can support in growth. People are hungry to make better decisions. The modern insights team must change from a function (delivering data sets or data summaries) to a capability. Doing this takes a few things : (1) Collaboration between corporations and agencies (“a handshake not a hand off”), (2) Culture, or the ability of an insights organization to take into account daily issues and challenges faced by the company, and (3) Critical thinking, not just sharing data summaries, but using judgement and critical thinking to enable better business decisions. As a former corporate researcher, Chris is realistic about what research can do. It won’t give the answer, but it can act as the lighthouse, guiding the way in rough waters.
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Our Purpose
We partner closely with our clients to help shape the right questions that most effectively address the business question. With full-spectrum capabilities from ethnographic qualitative research to sophisticated predictive modeling, PSB takes a multi-modal approach to unearthing insights. Unlike cookie-cutter solutions providers, we integrate the right methodologies required for each engagement to deliver insights that catalyze opportunity.
Our Approach
Our customized approach goes deeper to help our clients solve their most complex challenges.
Its not enough to simply know
WHO,
WHAT,
WHERE,
WHEN and
HOW.
We understand WHY – and PSB has informed global leaders as a strategic partner for over 40 years.