Bridging the gap: A quant geek makes the case for (better) qualitative

David Bakken

This paper explores a new framework for insight generation, based on four distinctive but overlapping types of insights: discovery insights, predictive insights, explanatory insights and transformational insights.

Bridging the gap: A quant geek makes the case for (better) qualitative

David BakkenKJT Group, USA

INTRODUCTION

Several years ago, a major American telecoms firm decided to segment the consumer market for long distance services by “rate period.” The firm had established three different rate periods for long distance minutes of use: weekdays during business hours, weekday evenings, and late night and weekends. As one might expect, the weekday per minute rates were highest, followed by weekday evenings (5:00 pm to 11:00 pm). The late night and weekend period was deeply discounted. The segmentation was based on consumers’ usage...

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