Data Orchestration: The Consumer and the Blind Researchers

You’ve probably heard of the parable of the Elephant and the Blind Men, a powerful metaphor for the limitations of human knowledge. It goes like this:

A group of blind monks heard that a strange animal, called an elephant, had been brought to the village, but none of them were aware of its shape and form. Driven by curiosity, they said: "We must inspect it and get to know it through touch, which is what we are capable of doing."

The first one, whose hand fell on the trunk, said: "This being is like a thick snake." To another whose hand reached his ear, it seemed like a kind of fan. As for another person, whose hand was on his leg, he said that the elephant was a pillar, like the trunk of a tree. The blind monk who placed his hand on his side said that the elephant was a wall. Another who felt his tail described it as a rope. The last one felt his tusk, claiming that the elephant was something hard, smooth, and like a spear.

The parable highlights that there usually are different perceptions of the same truth or reality, which could lack a complete and absolute vision, - each blind man's perception of the elephant, based on their limited tactile experience, is incomplete and distorted, so his understanding of the totality of the animal is limited.-

Each blind man's perception is incomplete and distorted. However, simply aggregating data won't suffice.

In the market research realm, I would argue that this parable illustrates the challenges of understanding a complex entity, such as a consumer, from a single perspective. Understanding consumers requires integrating and holistic analysis of multiple data streams, not just a single data stream or an isolated perspective. The benefits extend beyond mere data collection, it enables more informed decision-making, effective marketing strategies, and ultimately, a stronger connection with the consumer.

In a similar way to blind men combining their observations to gain a complete understanding of elephants, combining various streams of data is crucial for a comprehensive understanding of consumers. However, simply aggregating data won't suffice.

Data Orchestration vs. Data Aggregation

Certain tellings of the parable show that the blind men find discrepancies in their observations, leading to conflict and mistrust. Thus, the process of aggregating data and joining all these pieces together must be handled carefully to avoid contradictions and disbelief. We need more than just data aggregation; we require thorough orchestration.

In music, orchestration refers to arranging a musical piece for an orchestral performance. It entails assigning different instruments to play various parts of the composition, such as the melody or the bassline. Orchestration, unlike mere aggregation, involves carefully arranging and coordinating diverse elements to create a harmonious whole.

Similarly, understanding consumers requires more than just aggregating data; it entails synthesizing various data streams into a coherent and comprehensive composition. Effective consumer understanding involves skillfully integrating these data streams to reveal meaningful patterns and behaviors, like a conductor directing different instruments to play together, like orchestrating a piece of music that accurately portrays the consumer, -if you allow me this poetic license-.

How to Orchestrate Data

When gathering consumer data from various sources, consistency issues often arise. It becomes necessary to carefully define the context and structure of the data to analyze and integrate them effectively into a meaningful composition. For example, consider the blind men touching different parts of different elephants and attempting to determine if they are touching the same creature. Their understanding would certainly falter without a common baseline of agreement—yes, it is the same animal.

Orchestrating data means assigning each data stream the right role within our composition.

When researchers combine different data types from a single, validated source (or object), they can establish a baseline of understanding more easily. Panel research emerges as a particularly promising method for orchestration in this context. Its strength lies in its ability to track individuals over time and accumulate extensive data from a single source. Conversely, one-time engagements, even when bolstered by knowledge management systems, may struggle to establish the necessary baseline.

Additionally, as said before, data orchestration is more than aggregating data streams from a single source; orchestrating means assigning each data stream the right role within our composition. In orchestration, each instrument serves a unique purpose, contributing to the overall sound and emotion of the musical piece. Comparably, different types of data sources must play distinct roles in providing insights into consumer behavior:

• Quantitative research or surveys provide the primary theme or idea. They offer direct insights into consumer preferences, opinions, and behaviors, serving as a foundational element in understanding consumer needs. Surveys act as the melody in orchestration.
• Qualitative research or online communities enrich the primary theme with depth and complexity. By analyzing discussions, conversations, and interactions within online communities, we can uncover nuanced insights and trends that provide additional context and depth to survey data. Qualitative data functions like the harmony in orchestration.
• Sources of passive data (e.g., geolocation, digital metering, etc.) provide real-time, continuous streams of information about consumer behavior, such as location data from smartphones or usage metrics from digital devices. Integrating these data with surveys and community insights helps us bridge the 'say-do gap,' offering a richer understanding of consumer habits, preferences, and journeys. Passively collected data serves as the rhythm section in orchestration, providing the underlying beat and structure.

Importantly, these data sources are not used sequentially but rather in parallel. By combining insights from surveys, online communities, and passive data, we can create a more comprehensive and accurate picture of consumer behavior.

Our Pledge to Data Orchestration: The Symphony of Data?

Like a single monk touching the elephant, we at Netquest believe that seeking a singular truth in market research is a misguided pursuit. Instead, we pledge to embrace 'the symphony of data,' orchestrating diverse perspectives and leveraging the power of panel research to unveil the true consumer.

Our key commitments:

1. Protecting Privacy: We prioritize responsible data collection practices, ensuring trust and transparency.
2. Keeping Pace with Evolving Participants: We acknowledge the dynamic nature of society and continuously adapt our approach to stay relevant and deliver value to participants.
3. Innovation in Data Orchestration: We recognize the technical and logistical challenges of integrating diverse data streams. Ongoing innovation is central to our ability to overcome these challenges and unlock deeper consumer insights.

In today's digital age, where data plays a crucial role in business and our lives, pledging to orchestrate data means ensuring it is structured, stored, and utilized efficiently and ethically. Recognizing its paramount value, we strive to unlock a deeper understanding of consumer behavior, providing the best possible reflection of society for society.