From Research to Knowledge

Speaker

Jemma Ahmed Advancing Research Curator, Rosenfeld Media

About this session

We spent years getting better at producing insight—but what happens if insight is no longer the point? Research has shifted. Not simply because of AI, democratisation, new tools or shrinking teams, but because organizations are awash with evidence. Research studies sit alongside behavioural data, customer conversations, market intelligence, support tickets, experiments, lived experience, signal, feeling and a growing amount of machine-generated synthesis. The scarce and valuable thing isn’t data. Increasingly, it isn’t insight either. It’s the ability of an organization to turn what it knows into better decisions: its knowledge health. This talk puts some of the changes happening to research into that bigger picture. It will track how we have evolved from data, to insight, to knowledge, and ask what it means to work in a knowledge ecosystem where research is increasingly a skill practised across an organization rather than an activity contained within one team. For researchers, that changes the job. For everyone now expected to research as part of their role, it changes the skills and responsibilities that come with it. For agencies and consultants, it changes the partnership. And for leaders, it raises a bigger question: if knowledge is becoming a commercial advantage, how do we build organizations that are actually good at knowing things and acting on it?