Moving from data-driven to deeper human understanding: Rekindling the spirit of discovery

James Sallows and Liz Haas-Pietronave

GSK Consumer Healthcare, a pharmaceutical company, details how it is transforming the way it does business, including the way it uses insight and analytics.

Introduction

We at GSK Consumer Healthcare (GSK CH) are undergoing a transformation, from being the consumer healthcare division of GSK, to being on our way to becoming a standalone consumer health business. As such, we are transforming the way that we do business, including the way we use insight and analytics. Our purpose is to "deliver better everyday health with humanity". This article details that transformation, and the lessons it holds for insights leaders in other businesses.

The growth of "data-driven"

Every time someone utters the phrase "data-driven", another little part of the insights industry wastes away, exposing...

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