Capital One seeks to democratize research with crowd-sourced program

Capital One, the financial services provider, has aimed to empower its entire organization to become more involved in the research process.

Capital One, the financial-services and banking firm, has embarked on a radical experiment in democratizing research, opening up its insights-gathering process to almost everyone in the company.

“When we talk about ‘empowering’ or ‘democratizing’ research, we’ve really gone into this full bore,” according to Philip Rhodes, Capital One’s director/design insight. The simple translation: Anybody in the enterprise has an open door not to commission research “but to do research themselves.”

Philip Rhodes, director/design insight, Capital One

Not surprisingly, Capital One’s decision to allow personnel not trained in the field to conduct their own research – and place it a centralized...

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