Make Great Discoveries
It is easiest to understand the difference between Search and Discovery by considering the different types of questions answered by each:
| Search Questions | Discovery Questions |
|---|---|
| How many people bought our flagship athletic shoe last year? How about this year? | Why did people purchase more of our flagship shoe last year than this year? |
| What paint products can I buy? | How could I have better formulated my search for paint products so that I could find what I really need? |
| How many people said they would like GPS capabilities in their cell phone? | What new blockbuster capability can we add to our cellular offering that will be industry changing? |
| How many people taking our antibiotic complained of a stomach ache? | How are people describing adverse events with our antibiotic? |
The Search Questions are easily answered with standard search, unstructured text mining, or database query tools. However, the Discovery Questions require a deeper view of information. Typically when people who need to answer a Discovery Question consider the use of a search or unstructured text mining tool, they have a difficult time knowing where to begin. For example, they may ask themselves questions such as:
- How do I know whether to correlate a decrease in shoe sales with sales of my other products, fashion trends, placement of competing products, or other such factors?
- What search terms should I use so that I am not overwhelmed with many paint products that are unrelated to my needs when I am not sure how to describe my needs in terminology used by the product manufacturer?
- How do I search customer feedback for a new cellular offering when I have no idea what the offering is, and therefore no idea what terminology my customer will use?
- Short of guessing medical language, how can I learn the ways in which people describe experiences with our pharmaceuticals, and which of those are adverse?
Where search and unstructured text mining tools are ideal for Search Questions, Aubice ESD™ stands alone in its ability to help people make great discoveries through exploration.
People who attempt discovery using search tools undergo many iterations of guessing what they want to discover in advance of actually discovering it. Most potential discoveries remain undiscovered, and those that are discovered are biased by the individual.
By contrast, Aubice ESD™ does create an environment where people can explore factors in one geographic area that may be exploited in another to increase sales without knowing them in advance. Aubice ESD™ let's people find a new product idea in a document that says, “customer mixed epoxy resin with our paint and reduced cure time by 50%,” even though the customer did not say “product idea”.
Exploration with Aubice ESD™ is gapless. It facilitates traversal of information from second to second as a person’s thought and creative process demands. Aubice ESD™ provides speed, analytics, suggestion, and interactivity as people apply their unique contextual interpretation. Rather than direct interrogation, Aubice ESD™ creates a conversation environment between people and information. Where search and unstructured text mining tools are ideal for Search Questions, Aubice ESD™ stands alone in its ability to help people make great discoveries through exploration.
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New Discovery Technologies Lower the Barrier of Learning from Information
Conversing with Information
