There are several departments and teams in any organization focused on solving problems and providing insights to support decision making (e.g., market research, competitive intelligence, customer insights, analytics.) However, to ensure that these disparate teams’ efforts can be combined or integrated an organization needs a single high-level process for these efforts. Hence the Question-to-Insight, end-to-end process is the coordinated approach to conducting (primary, secondary, qualitative, and quantitative) research and analysis to answer business questions.
This article is a general view of the Question-to-Insight end-to-end process. Given the uniqueness of organizations, variations to the processes are likely to occur.