In Episode 4 of Driven by Data: The Podcast, Kyle Winterbottom is joined by Kate Sargent, Director of Data & Insight at Collinson, where they discuss how to maximise value by combining research and analytics.

Having had success by combining the two throughout her career, Kate was able to provide great insight into the key considerations of merging these two capabilities, which includes:

• The purpose of a research team
• How it aids the wider Data & Analytics capability
• Why they are often housed separately
• How to identifying the gap (between what customers do & what they say they do & why)
• The potential of leveraging these two disciplines 'under one roof'
• The common challenges of using this hybrid model
• The specific opportunities to add value
• Where to begin