Why Data isn’t Truth: Finding Clarity in the Chaos with Tim Wilson & Valerie Kroll of facts & feelings

In a world obsessed with big data, robust dashboards, and faster answers, what if the real insight about insights has to do with slowing down and making real connections?

That’s how Tim Wilson and Valerie Kroll approach each project, working with organizations to help them rethink their approach to data analytics and consumer insights. Over the years, their facts & feelings approach has made a huge impact on a wide variety of brands, including Yoplait, Time Warner, Adobe, P&G, Purell, Marriott, Lysol, and more. 

Instead of more data, they suggest using less data, informed by better questions and smarter conversations. And even though they have a data-driven approach, they never discount the power of observation or instinct to help uncover those aha moments.

With a unique blend of quantitative expertise and qualitative intuition, Tim and Val approach  data less like a crystal ball and more as a conversation starter. 

Because when you stop chasing “perfect data” and start looking at the bigger picture, you’ll often find fresh angles and new opportunities for growth.

Some of my favorite aha moments from our conversation include:

• The power of doing a pre-mortem when kicking off a project 
• The surprising focus group conversation that led to a breakthrough innovation for Yoplait
• How a failed “chunky bracelet” for Lysol inspired a successful Purell product idea
• The two “magic” questions they like to ask clients to help set everyone up for success 
• The jobs they had before facts & feelings that have helped them become more detail-oriented, compassionate storytellers
  
  

Show Notes:

Below are links to books, shows, and other inspiring ideas that came up during our conversation.

Books:

Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts by Annie Duke 

In Your Purse: Archaeology of the American Handbag by Kelley Styring

James by Percival Everett

P is for Pterodactyl: The Worst Alphabet Book Ever by Raj Haldar 

Frog and Toad Storybook Favorites

Shows:

Severance Trailer

The Bear Trailer