UX Australia 2010

Getting new blood from old stones: How to get new insights from old data

Stephen Cox

Can you do anything useful with a mass of customer research data collected from over 400 specific unrelated projects?

Logic would suggest that there is rich information to be harvested from this blob of undifferentiated data that goes beyond each individual project. That there must be trends and bigger picture information that you can derive from wading through the old research and that that information can be made relevant to today’s projects.

This presentation illustrates the Westpac Customer Experience team’s approach to unpicking the first strands of that morass of data.

We will discuss the proposed framework for gathering insights from old data, how it ties in to new information and how all the information is bundled up to be fed into new projects and the customer experience design team.

This presentation will be useful to people involved in large organisations who have just started gathering, or are faced with a heap of existing research they want to re-interpret.

It will also be useful for CX consultants who have had long term relationships with organisations. It will enable them to see how they can add additional value to their relationships with the companies they service through the meta-analysis of information.


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Sketchnoting at UX Australia: Stephen Cox