Data Romance is a band I recently came across from Vancouver, BC in Canada. It is not an innovative and headstrong market research and strategy firm based in Durham, NC. That's OK. If I had to pick a city other than Durham, perhaps Vancouver would be it, if for nothing other than Stanley Park and CinCin. But if I had to work somewhere else, I'd be hard-pressed to choose being in a band. I like my routine. My guess is it might be more fun to join Data Romance for a tour than to sort a spreadsheet. I'm sorry. That wasn't a guess.
Data Romance, the band, just released an album today. Initially, I was enamored by the concept of "data romance" as a musical entity. What could this mean? Should I be interested? More specifically, their cryptic name is paired with a grayscale Venn diagram on the album cover. Officially interested. As it turns out, I like their music, too. They're a The XX with a DJ. Or maybe Björk as a consultant. And that's to say I like them, so there's no disrespect in this amateurish review. I encourage you to check them out, starting with today's release.
Where am I going with this? Even though I don't live out every day sifting and sorting plumes of data, it's possible that I (and perhaps you) are both able to have more of a romance with it. For me, this is a mindset. Embracing data and the insights found within is a seductive craft for all of us. But too often we just want the insight, and not the data. To be honest, we should probably hold ourselves accountable to decipher data on our own terms. It's our point of view that people are waiting to hear. A romancing of this process, of this data, can help us overachieve on a regular basis.
It's clear that data will be how you, I and everyone else knows what to do with ourselves in the future, both near and far term. Yes, we should already be analyzing data to understand our customers and their behaviors. And, of course, most of us are. But we don't often frame it (data) in terms of being romantic. At least I haven't yet approached it in such a way. Data is time-consuming and cumbersome. It's my hope this perception might change.
Maybe, if we (data and you and I) were to strike up a romance, it would all change. Can you imagine a place where data romance is a two-way street? I suppose it could work that way -- I love data, and subsequently, data starts to love me back.
Dave Alsobrooks, Partner
The PARAGRAPH Project is a marketing research and strategy firm based in Durham, NC. We are, at times, a strange brew. But this is what works for us — and inevitably, it works for our clients. The types of people who work at PARAGRAPH are strategists, anthropologists, artists, engineers, entrepreneurs, negotiators, students and builders. Herein lies our value. We are able to look at problems from many different perspectives and apply this diverse point of view to solutions for our clients. After all, if we conduct the same research in the same ways as our competitors, what advantage do we gain? By using old research methodologies in new ways and inventing new methodologies unique to each client’s research objectives, we quickly explore more territory to find insights often overlooked. We believe creativity is the missing link between useful information and actionable inspiration.