這幾年除了Big Data被超級濫用之外,Insight也是個聽到爛掉的名詞。人們已經無法滿足於單純的分析,而是想更進一步取得Insight,像是Custimer Research變成Customer Insight、或是乾脆用Insight代替Analysis的說法也有。那到底什麼是Insight?




        講了一堆有的沒的,我們直接來看看如何培養研究中的Insight。這個培養方式是我個人相當主觀的看法,沒有實證科學的支持(XD),既然是Insight,那當然要先來sight囉! 就像要寫書之前必定閱讀大量書籍,好的樂手也是從聽了別人的音樂開始,那好的分析當然也是從觀察開始。幾個觀察資料的方法:

  1. 拿到資料後,先閱讀每個欄位的定義和值域
  2. 用summary和frequency table and plot觀察每個值的變項範圍和分布狀況
  3. 閱讀幾筆case,將剛剛看到欄位資訊帶入其中,想像研究對象的真實狀況


        當研究者就生活在被研究對象的環境中時,研究者會更容易站在研究對象的方向來想像資料以及欄位之間的關係。好好的觀察資料是要取得Insight的第一步,卻也是最基本的一步(不管是Big Data或是Sampling Data都同樣重要)。





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