From Fragmented to Focused: An Integrated Intelligence Framework for Decision Making

Most organizations aren't short on data; they're short on alignment. In this session, we unpack a real-world case where fragmented insights were holding back strategy, showing how an integrated approach built a unified decision intelligence framework for one of the most complex audiences in research: surgeons. The methodology travels far beyond healthcare, giving you a practical playbook for moving beyond stated preferences to the hidden motivations that actually shape decisions.

Attendees will learn:

• Why integration beats accumulation and how combining AI-enabled synthesis, quantitative modeling, and behavioral analysis produces a single source of decision intelligence rather than just more data.
• How a methodology built for one of the most complex audiences in research translates directly to consumer, B2B, and specialist contexts.
• How to turn hidden decision drivers into a forward-looking strategic playbook that guides what comes next, not just what happened.

Presented by:

Jeff Hunter, Senior Vice President & Healthcare Practice Lead, The Directions Group

Ben Milroy, Senior Research Consultant, The Directions Group