This episode explores the topic of BI tools, and how they're not fit for purpose for extracting material business value out of market research data.

Host and guest, Michael Howard looks into the role of BI tools, and compares them with the external equivalent CI tools.

The episode covers:

> BI tools are an incredible asset to an organization and can deliver all sorts of insights that can help an organization, but, they simply can’t easily deliver the same kind of value to insights professionals that a fit-for-purpose consumer intelligence tool can.

> We dived into BI tools, exploring their rise and use in the business world, which included five reasons why BI tools aren’t fit-for-purpose for market research data.

> We touched on the workaround that broke the metaphorical camel’s back, digging into reasons why workarounds aren’t always the solution for market researchers.

> We looked at consumer intelligence tools and how they’re focused primarily on the consumer, the customer, the user. This covered CI tools being valuable in storing and processing data in a way that respects the statistical nuances of consumer and market research data.

> And we finished with the need to focus on desired outcomes then working backwards to see what path is best for your insights function to take.

Enjoy the show.