Introducing the ‘AIDA’ framework
When Kooshan and I got to talking about the common challenges we hear when clients are working with data and insights to inform decision-making, it turned into a much longer series of conversations. Several sketches and iterations later… and the ‘AIDA’* framework emerged (Actionable Insights & Data Audit).
Mind the gap(s) in your data…
If you’re using any kind of data to inform your strategy and planning, you’ll probably find that there are data gaps, insights gaps, action gaps, and often a combination of all three. Taking a minute to figure out where your most pressing gaps are saves time, budget, and your team’s energy. Take a look at the diagram below. Can you think of projects that sit in each category?
Data Gap (Bottom-Right)
You have a clear enough strategy but insufficient data (quality, type of data, breadth/depth). Without reliable data, decisions remain underinformed, so building data maturity becomes the priority (data collection, governance, analysis). High quality data that you can actually work with will reinforce and inform your existing strategy.
Data & Insights Gap (Bottom-Left)
You have insufficient data and unclear strategy - it might be within a single project, a program, or whole-of-institution level. You’re in the early stages of developing your team/ institution’s data capabilities but a clear strategic direction is also lacking, needing foundational improvements on both fronts. This can feel like a messy space, but is also an opportunity to ask key questions of your data, your team and your key priorities.
Insights Gap (Top-Left)
You have sufficient data (clean, clear, varied, helpful) but connection to strategy and long-term outcomes is unclear. Your team or institution struggles to transform data into actionable insights and in turn make informed decisions. There may be golden nuggets of insight in the data you have, but you’re not making the best of them.
Action Gap (Top-Right)
You have sufficient data and clear strategy but the link to execution is weak. This could be due to ‘analysis paralysis’, lack of strategic prioritisation or limited capability in the teams responsible for translating insights into action. Ongoing support, tracking and monitoring may also be needed to ensure action and implementation continue to be informed by the data and insights, or re-evaluated as needed.
Don’t get me wrong, we love a good research project and we're ready for your next brief whenever you are. But sometimes you need to tidy the cupboards first - that’s when you need AIDA!
*we don't feel bad for stealing 'AIDA' - that old framework is long past its marketing sell-by date.
If you haven't met Kooshan yet, he has 10+ years of experience across data engineering, analysis, and science. He's built data teams from the ground up and knows 100% more about the 'big numbers' game than I do.
We've probably met, but I'm a qualitative insights specialist, mostly in higher ed and student experience. I run very good qual projects, but also work with you on strategy and implementation. I have many student stories, some of which you can read about on this website…