Abstract:

In the era of information overload, the challenge of synthesising fragmented insights into a cohesive narrative has never been more pressing. Given the sheer volume of information, the true value lies in the ability for businesses to translate and interpret this data into actionable wisdom. At ESOMAR Congress 2024, we aim to advance best practices across the industry and believe this case study sheds light on the power of data interpretation and synthesis in a deeply human way. Danone enlisted SKIM?s help to synthesise over 80,000 words from diverse data formats on a particular topic into a concise, actionable briefing book to enhance strategic decision-making. Fundamentally using human-centric approaches, elevated with a foray into AI, SKIM turned isolated knowledge into a powerful, cohesive narrative. This paper details the journey and impacts of our knowledge synthesis with reflections on what we can learn as we look ahead. Our story serves as a beacon for the insights industry, urging us all to be better data translators and interpreters, not just data collectors. Join us as we explore the imperative of navigating the labyrinth of business knowledge, to illuminate human behaviour, to drive action for sustainable growth.