In an age of information overload, the challenge is no longer accessing data, but knowing when to stop. At Vodafone IoT, we are constantly navigating the fine line between comprehensive market research and practical, timely insights that actually enable well-informed decisions. The presentation will address some of the main challenges as well as our best solution approaches to finding the right balance. One of the aspects that we will address refers to the question of validation and the optimal level of confidence, e.g. into external market analyst reports, which often promise e.g. explosive growth, where, in fact, in many cases their optimism turns out to be less accurate and must be tempered with internal data and realistic triangulation. But how much research is truly enough to make a confident decision without overwhelming stakeholders or delaying action? This session explores how Vodafone IoT translates multi-dimensional market research—growth rates, regional splits, trend analyses—into clear, concise recommendations that balance precision with pragmatism and ultimately add value to the entire business. In this session you will learn:

• How to distinguish between useful insights and noise in a sea of data splits and market growth forecasts.
• How to move from endless analysis to actionable recommendations that support timely decisions.
• How to triangulate between analyst forecasts, internal data, and customer feedback to build credible market views.
• How to define the right level of confidence and depth in research to guide investment without overburdening teams.

• How to define what’s “enough” market research for a decision, and who decides that threshold?
• What makes a market insight truly actionable, and how can we move from data collection to clear recommendations?
• How to evaluate and integrate external analyst forecasts with internal data and market signals?
• Which data splits (e.g., by country, segment, use case) actually add value, and which complicate the picture unnecessarily?
• How to measure confidence? What are possible and/or the best indicators? 
• How to improve decision-maker confidence without overwhelming them with excessive detail or inflated projections?

Presenting the results of our World Cafés: The moderators summarize the key take-aways of their World Café Round Tables on the main stage and share the main findings with all attendees.