Deep insights to challenge core belief
Gary KleinPhD
Big Data, and the outside view, can provide certain kinds of discoveries; the inside view can lead to other types of insights. It is not a question of one versus the other. Strategists should be using both.
How do housewives on a tight budget shop for detergents? it seems obvious: they buy the least expensive brand. Procter & Gamble, with its line-up of expensive, high-quality products, had been ignoring these 'economical' housewives, but in the early 1990s, P&G wanted to roll out a new laundry product that could compete on price...