Make a return

It’s tempting to treat the analysis of your data as a technical issue, or a statistical one. You need both these disciplines, for sure, but they are the servants of your commercial or organizational need, not the other way around.

Food footprints: the extent of land required to grow food for each community: a Geofutures food security map


In too many enterprises, decision-makers feel blinded by science or ill-equipped to discuss the opportunities and limitations the available data presents. Their technical colleagues may have sound methods, but no opportunity to understand how their work directly serves the objectives of the enterprise.

The result is often IT-led data management and black-box statistics few people understand. The results can be mis-interpreted or fail to meet the original objective, and your investment goes to waste.


Don’t let anyone loose on your data who
doesn’t understand your bottom line.


To get lasting value from the information you have, the decision-makers in your organization need to be able to frame the questions they really want answered. These are plain-English descriptions of what they want to know and why. Only then can the available analysis resources be matched as far as possible to answering them.

Geofutures’ long pedigree in analysing data for government, business and non-profit organisations has given us hard-won experience in successfully working with technical and non-technical partners, supporting this process and achieving a common understanding.

Sometimes simple data on a map is all you need. Other times you need deeper insights based on the interplay between different factors. Either way, you need to work with data specialists who understand how you work, and how to get to the nub of the questions you need answered. That way, you have a fair chance of maximising ROI.