The AERU Value Chain Compass

Information

Types

For raw data to have impact, it needs to be translated into information that is understood by users. Information comes in many types, including tables, graphs, pie charts, diagrams, pictures, written text, forecasts, comparisions with internal or external standards, and use of labels. A distinction can also be made between information that has been formally validated (through scientific testing, for example) and information that is based on a stakeholder’s initial perceptions.

As part of their work to create information from data, some of the case studies in the research programme had developed carefully constructed narratives about their target market segments or about the premium attributes of their products.

Questions for developing a value chain

• What type of information does each partner need to achieve the mission of the value chain?

• How does the value chain validate the information it distributes to its partners?

• Can the value chain create an insightful narrative about its target market segments or its products’ premium attributes?