Data Analysts and Data Scientists invest an immense amount of time into optimizing models and interpreting data, all in the quest to promote better business decision making and more efficient product development. We oftentimes however fail to take a step back and answer the overarching question: Why does the user show the observed behavior pattern? Why does a certain variable improve the accuracy of our prediction model? Despite all the advances we have made in analytics, even predictive analytics and ML models cannot truly answer what the user was thinking and why they act in a certain way. 

Adding the customer perspective into the insights equation opens up a whole new perspective on this problem. As a consequence, XING merged the User Research and Analytics departments to create a more holistic approach to insights generation. This presentation walks through the problem statements, the differences in the professional fields (analytics and research) and how the individual segments of both disciplines are complementary and lead to a more user centric decision making organization.

Target Audience: anyone open to thinking outside of the regular patterns of analytics and AI/DS 
Prerequisites: none 
Level: Basic