In this latest episode of the Data Malarkey Podcast, Master Data Storyteller, Sam Knowles, speaks to Louise Twycross-Lewis, managing partner and head of insight at media agency, PHD, about what insight really means, how AI is changing research, and why human experience still matters. For Louise, the distinction between data and insight is fundamental. Data explains what is happening. Insight explains what it means, and what someone should do as a result. Brutal simplicity That difference sounds simple, but getting from one to the other is often difficult. Researchers can easily become...