Enabling digital transformation: The insights function beyond data science and analytic tools

Jeff Mercer and Marian Anderson

Microsoft, the tech giant, adapted its market research team in the US to align with its new vision.

Fostering the evolution of insight generation

Market research at Microsoft is a gear in the helm of one of the largest, most influential ships on the planet. The expanse of sea around us is ever-changing - new markets emerge, competitors arrive and disperse and perceptions rise and fall in reaction to a changing landscape. In order to influence the most important business decisions at Microsoft, market research at Microsoft became a tightly organised group of researchers constantly challenged to work at speed, and with deep acumen across a complex matrix of customer types, evolving business models and competitive environments. We...

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