لایب سان

TITLE

The Insight Discipline

SUBTITLE

Crafting New Marketplace Understanding That Makes a Difference

SERIES

American Marketing Association Ser.

AUTHOR

Liam Fahey

PUBLISHER

Emerald Publishing Limited

PRINT PUB DATE

2020-08-03

EBOOK PUB DATE

N/A

LANGUAGE

English

PRINT ISBN

9781839827334

EBOOK ISBN

9781839827303

Intro -- Half Title Page -- Title Page -- Copyright Page -- Contents -- AMA INTRODUCTION TO BOOK SERIES -- BOOK SERIES OVERVIEW -- 1-The Insight Discipline -- Getting to insight -- What is Insight? -- What Is Insight Content? -- Insight into What? -- The Insight Funnel -- Change Insights -- Implication Insights -- Business Implications -- Intelligence Insights -- Insight: A Shift in Understanding -- Insight: Data and Analytics are Necessary But Insufficient -- Insight Discipline: Deliberations and Methods -- Six Insight Factors -- Case: CommodityCo The Importance of Insight: Entrepreneurship and Strategy -- Entrepreneurship: The Big Idea -- Strategy: Competing for Insight -- Desired Attributes of a Change or Implication Insight -- Change Insights -- Implication Insights -- Business Implications -- Is Your Company Insight-oriented? A Preliminary Assessment -- 2-The 4I Diamond Framework -- Indicators -- Indicators and Inferences: Preliminary Observations -- Indicators: Trends, Patterns, and Discontinuities -- The Role of Indicators -- Moving from Data to Indicators -- What Change Indicators Are Evident in the Data? What Indicators Might Be Specific to Previously Determined Categories? -- What Topic Categories Emanate from the Data? -- Open-ended Search for Change Indicators -- Inferences: The Bridge from Indicators to Insights -- Inferences: An Overview -- Drawn by the Human Mind, Not Software -- In a Context -- From One or More Indicators -- Pertaining to an Object -- About Change -- An Interpretation -- Data and Logic (Reasoning) -- Subject to Your Mind's Tendencies -- Sequences of Inferences -- A Hierarchy of Inferences -- Connecting to the Insight Funnel -- The 6IFs and Drawing Inferences Insights: Transitioning from Preliminary Inferences to Change Insights -- Analysis Back and Forth -- Interpersonal Ebb and Flow -- Integrated Inferences -- Domain Insights -- Vetting Integrated Inferences and Domain Insights -- Competitive Space Insights -- New Understandings -- The 6IFs -- Generic Marketplace Insights -- Implications: Value Testing Change Insights -- IMPLICATION Insights -- Business Implications -- Seeing and Thinking -- Intent and Decisions -- Actions and Feelings -- Does Your Analysis Reflect the Insight Discipline? -- 3-Structuring: Preparing for Insight Work Structuring: Managing the Early Deliberation and Method -- Preparing Your Mind for Structuring -- Structuring Insight Work: Where to Focus Attention -- New Opportunities -- Existing Opportunities -- Structuring the Analysis Context: Some Guiding Principles -- Scope of Insight Work -- Analysis Frame -- Focus Shift -- Perspective -- Context -- Imagination -- Data -- Indicators -- Some Other Structuring Observations -- Formal Extensive Methods -- Informal, Simple Methods -- Linkages to the Insight Funnel -- Connecting Trend Lines -- Assimilating Data (Patterns) -- Small Data

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