Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights

This paper explains how AOL, the internet company, established a new consumer analytics and research team.

Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights

Christian Kugel and Cortney HenselerAOL

Introduction

AOL, Inc. is a top five Internet company. However, since its split with Time Warner, it has struggled with the role of research, analytics and insights. In the past two years, however, the company re-oriented itself around the voice of the consumer. In doing so, research became a critical function – central to the company's decision making. This paper delves into how the team architected the turnaround and the lessons that other research organizations can take away from...

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