Data, Business Intelligence, and Research

Would you describe your culture as data-driven? How does your company make decisions with data and research? Insights deficiencies can have a huge impact on your ability to optimize programs and improve results.

Sequent offers a comprehensive Insights Diagnostic to identify gaps and/or bias in your insights program, across all forms of business intelligence and market research.

Click on the tabs below to see how your organization is performing in each area, and decide if a more in-depth diagnostic would provide value.

Data Management

  • Do your customer-facing teams (Marketing, Sales, and Customer Service) have support from your enterprise IT team, or do they contract with external third parties for their data and reporting needs?
  • How do you consolidate reporting data from different programs within the business – manually, or using an enterprise tool?
  • Are you using programmatic connections (e.g., API data transfer) to move data on a routine basis? Is data stored in a centralized location such as a Data Warehouse, or one of your third party systems?
  • Has your data been integrated in a way that allows you to connect the dots between marketing programs, sales efforts, service tickets, and financial activity? (e.g. through ETL or ELT processes)
Learn more about our Data Capabilities


  • Does your team create reports manually, or using a business intelligence platform like Tableau or Power BI?
  • When you need a report, do you generate it yourself out of Tableau / Power BI / other, or do you depend on an analyst (or other person on your team) to run the report for you?
  • How do you spend more of your time – pulling together the report, or analyzing the report to provide insight and identify trends?
  • Are there differences between the results in your reports, compared to other teams in the business who report on the same measures? Do you understand why they vary?
Learn More about our Analytics capabilities

Landscape Research

  • Are the results from your internal reports and analysis put into the larger market context using landscape research and intelligence, such as PESTLE / TPESTRE analysis?
  • What time horizon are you monitoring (e.g., 3 years, 5 years, 10 years) to detect emerging market shifts and predict the impact of established trends?
  • Of the “megatrends” you’re tracking, are you evaluating how they will affect both future demand AND emerging solutions/competitors?
  • Do you have a disciplined process for measuring the accuracy of your predictions, at least annually?
Learn More about our Commercial Research capabilities

Market Research

  • Who administers commercial and market research in your company – one centralized team, or is it distributed across many different teams?
  • How often is market research conducted? Is it fielded on a routine cadence, according to an overarching research plan? Or are projects initiated for specific needs? Or both?
  • Do you conduct research most often to get feedback on your product/services, or to probe into customer needs and the contexts in which they arise?
  • Are the findings from different market research projects generally consistent with one another? How often do they contradict one another?
Learn more about Research capabilities

Across each of these areas, how did you measure up? (Pun intended.)

These questions are just a handful of indicators that help us understand the state of your insights program. If you weren’t satisfied with your answers to this short “temperature check,” let Sequent help. We would love to put our expertise to work for you, drawing on nearly two decades of cross-industry and cross-functional experience in insights.

Request Diagnostic Information
Colleagues Looking at Survey Sheet

Ready to
get in touch?

We’d love to understand the challenges you are facing, to see if we can help.

Send us an email at and we’ll figure it out!

We look forward to connecting with you!