Atte Ailio, Jarmo Rajala, and Kira Sjöberg, each possessing distinct expertise, united to shape a transformative path for data. The aim: to rewrite the rules of data utilisation, introducing a new era of people-driven business intelligence and data wisdom.

Conception of a Bold Vision

Atte, a business-savvy BI expert with a knack for identifying industry trends, had noticed a gap in this during his extensive career in different industries working in finance lead roles. While data-driven decisions were written in the strategy, the disconnect between data and the human element remained evident. Recognising this opportunity, Atte had imagined a place that would empower organisations to unlock the potential of their data while placing people at the heart of decision-making.

The Analytical Maven

Jarmo, a seasoned expert in business intelligence technologies, had witnessed firsthand the untapped potential within the use of data even with the leading technologies that he previously worked with. 

Jarmo was driven by a passion to empower businesses with actionable insights derived from data analysis but remained frustrated over the course of 25 years when the data often remained unutilised. Recognising Atte’s vision as a catalyst for change, he became intrigued by the idea of merging technology with human-centric principles.

Designing the Human Experience

Enters Kira, a design thinking and organisational psychology enthusiast that had in her work struggled with the gap that existed between the potential of data and how people could utilise it – if they only were enabled and empowered by organisations to do so.

With an understanding of how people interact with technology and organisations, Kira was captivated by the possibility of bringing design thinking and psychology to the forefront of data utilisation- creating data literate cultures for organisations. She saw an opportunity to create an environment where data-driven decisions were not only intelligent, but also aligned with the needs and aspirations of individuals enabling a data-driven future. 

The Convergence

The trio’s paths converged through fate when Riikka Uimonen from Fusion Ecosystem connected them and a shared purpose was born. Discussions over coffee turned into a series of brainstorming sessions that fueled their collective vision around this recognised pain point in the market. The decision to embark on this journey was made, and their complementary skills formed a foundation for the venture.

Crafting the Solution

Months of tireless collaboration followed. Atte’s knack for business structures, Jarmo’s analytical rigor and tech knowledge, and Kira’s design thinking prowess blended seamlessly. 

They envisioned a company that would not only help with technical data questions, but also enable organisations to understand the psychology behind decisions people make. This fusion of technology, business intelligence, design thinking, and organisational psychology gave birth to a solution that placed individuals at the forefront of data transformation – with the aim to bridge the gap between Business and IT.

From Idea to Reality

The team navigated the intricacies of technological development, fine-tuned user experiences through iterative design, and integrated principles of organisational psychology and the question of how to concretely create a change. Along the way, they engaged industry experts, conducted extensive research, and even sought feedback from potential customers to understand the true use cases and gaps in the market that no-one else filled.

Empowering a Paradigm Shift with GOODIN

The vision is that organisations will marvel at the way data could in the future be harnessed to not only drive profits, but also foster innovation and elevate the human experience, especially when AI and automation is involved.

As GOODIN is part of Fusion Ecosystem – an alliance of 30+ digital development companies accelerated by Reaktor – this vision is possible as the ecosystem enables access to the best possible expertise within the digital realm. 

GOODIN’s core is in helping you enable your data – be it BI, AI and IoT – to create a business advantage for your organisation. 

For this to be possible hard data must be paired with soft empathy – the superpower of humans. Only then can you empower good insights.

The Dream: A Transformation towards a Positive Change with Data Wisdom

What Atte, Jarmo and Kira hope for is that this collaborative journey will come full circle. The dream is that this venture not only transforms data utilisation, but also inspires a paradigm shift in how organisations approach decision-making to create a business advantage. 

The unison of GOODIN showcases how diverse expertise, a shared purpose, and a people-driven approach could reshape industries and create a lasting legacy of positive data-driven change on many levels in businesses.

GOODIN is a dream workplace for people who share the vision of how data is utilised in companies and want to build business intelligence solutions that are used and create actual value for organisations across industries.

#GOODIN #Dataempathy

Data empathy is a term within data science and research and it is also known as empathetic data analysis. The term refers to the practice of approaching data analysis with a deep understanding and consideration of the human experiences and emotions that the data represents. 

It involves recognizing that behind every data point or statistic, there are real people, stories, and contexts that contribute to the information being presented. Data empathy encourages analysts to go beyond the numbers and charts.

Data empathy is at the core of GOODIN and helps you to do with your business data.

• Human Stories: Each data point can be linked to a human story. Data empathy encourages researchers to uncover and share these stories to provide a more comprehensive and relatable perspective on the data.
• Bias and Representation: Data can carry biases due to various reasons, including the way it was collected or the inherent biases within the systems that generated it. Data empathy involves acknowledging these biases and working to address them.
• Ethical Considerations: Empathetic data analysis involves ethical considerations about how the data was obtained, used, and shared. Researchers should ensure that privacy and confidentiality are respected and that the data’s impact on individuals and communities is taken into account.
• Inclusivity: Practicing data empathy requires an inclusive approach to data collection, ensuring that the data collected represents a diverse range of perspectives and experiences.
• Understanding Context: Data points often don’t exist in isolation. They are influenced by various factors such as social, cultural, economic, and personal contexts. Data empathy involves taking the time to understand the broader context in which the data was generated.
• Respecting Privacy: Data empathy emphasizes the importance of respecting individuals’ privacy when working with personal or sensitive data. An empathetic approach ensures that individuals are not harmed or negatively affected by the use of their data.
• Avoiding Dehumanization: In large datasets, it’s easy to lose sight of the fact that each data point represents a person or a group of people. Data empathy helps prevent the dehumanization of individuals by keeping the human aspect at the forefront.
• Storytelling: Data empathy often involves telling stories that incorporate data to convey information in a way that resonates emotionally with the audience and in a business context makes the data work for the organisation.

By practicing data empathy, analysts and researchers can create more accurate, meaningful, and impactful insights that consider both the quantitative aspects of data and the qualitative human experiences behind it.

Data is – afterall – People Business.