At this stage our primary objective is to discover timely, robust and accurate data. However, before you can start to collect data you must make a methodological decision on the approach you are going to use. There are many schools of thought behind the process of data gathering and research but the two common models are the outside-in and inside-out models.

Outside-in model

The outside-in model is based on the idea of prior hypotheses. Data is collected against a pre-determined model or mental framework. You will be trying to prove or disprove a specific argument or develop a test bed for future expansion. A strategist might use Porter's Five Forces model as a tool to understand a company's strengths in the market; an organizational ...

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