Data Activism

Its not just about understanding the size of your Data

Population...

...Its also about understanding

their Communications

Channel Preferences!

Adequate Effective Existential

Data InadequacyData is simply

“adequate enough “ to deliver survey

results but likely to be highly contested

Data ConfidenceHigh levels of confidence in the Sample. Detailed

understanding of Business Universe such

that all Key Segments are covered.

Data ActivismHighly developed understanding of

Business Universe such that it is possible to

identify gaps in results

From Understanding to Self ActualizationUnderstanding

•embrace reality and facts

• problem centred/solving approach based on detailed

evaluation

• data pathology: ability to detect spurious and

dishonestly presented data

• strong ethical centre – ability to distinguish between

means/ends

• non prejudicial attitude to data findings

•cognitive need for knowledge to plug gaps in

understanding

• data gratification: appreciation “added value”

taking data journey & obstacles achieving data

destination

“utilising data to fix what is broken in the world by substantiating ideas into action”

Making information about options open more comprehensible

Reduce complexity by simplifying available alternatives

Filter alternatives by relying on the judgements and opinions of people better informed than yourself

Question bias. Search for evidence incompatible with bias

Critically Test, Evaluate and Analyse Ideas

Data Activism: Ease of Access to Data energises and empowers analyst community to challenge established opinions