Discussing the Insight Shift from BI Tools to Decision Intelligence

Research World recently featured mTab CEO, Mark Langsfeld, discussing how insight professionals are shifting from traditional BI tools like Power BI and Tableau to Decision Intelligence. This move provides the innovation necessary to simplify survey analysis to enable teams across the enterprise to make smarter decisions and bolder moves.

This advancement is particularly critical since many groups find their research budgets shrinking and teams being asked to do more with less, so insight leaders are looking for ways to streamline their workflows. As he explains, "We’re hearing this challenge from research teams across industries. Budgets are tighter, teams are leaner, and yet the demand for fast, high-quality insights has never been higher. Traditional BI tools force researchers to spend too much time on manual work — preparing data, cleaning it, running scripts, and stacking survey responses — before they even start analyzing trends. That’s exactly where mTab comes in.

"Our Decision Intelligence Platform automates survey data processing, so research teams don’t have to spend hours reformatting, cleansing, and structuring their data. mTab automatically handles multi-response questions, applies weighting and statistical significance testing, and transforms raw data into a ready-to-use format instantly. Instead of spending days preparing data, researchers can jump straight to generating insights."

One of the significant challenges insight teams are coping with, beyond diminishing resources and budgets, is obsolete technology that is not designed to manage complex, unstructured survey and research data, which creates barriers and bottlenecks for the insight process.

Mark addresses this issue, saying, "If your team is using a system like Power BI or Tableau for survey analysis, you probably feel the pain — slow, manual, and frustrating processes that require constant workarounds. You might discover a finding, but when the next question comes up, you must find a data scientist to write the code for nuanced analysis. These tools weren’t designed for market research, and teams spend far too much time on data wrangling instead of insight generation.

mTab was built specifically for insights professionals. It eliminates the need for manual data prep, automates statistical testing, accelerates reporting with AI, and brings all your insights into one unified platform. This means faster insights, greater efficiency, and significant cost savings compared to BI tools."

He goes on to address how specific AI applications are advancing the insight process for companies. You can read the entire interview here:

Research World: Beyond BI - The Future of Decision Intelligence for Insight Professionals

Learn how decision intelligence can impact teams across your organization with deeper insights, smarter decisions and bolder moves, and why leading companies like Paramount, Ford, Disney and Toyota trust mTab for their decision intelligence- contact us.

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