4 Reasons Why Analytics Do not Need Your Business

“Who to analyze? What to analyze? In the interests of users, you say? Here, in the contract: one hundred and five hundred hours of analytical work, the budget of the project has grown again. We need to start yesterday, and this is no matter what the gate! “- a typical replica of the leader at a meeting with specialists whose problems we will discuss today.

System analysts say they want to make the world comfortable. Instead, they will force you to transfer buttons from one page of the site to another, add forms, strictly pointing to the technical specification. And if they do not consider our working idea possible? Are they exactly needed? While it looks as if they do not solve the problem, but rather complicate it. But who is this at all? Do they have an analyst’s diploma? Can they trust the “inside” of our business?

Would you know how often this is heard by the analysts themselves!

Let’s talk about four common reasons why an analyst is not required to do business, and tell why it is not.

1. The analyst considers the customer’s working idea to be impossible

The desire of the customer, even if it looks like a scene from a horror film of the category “C”, can always be realized. Not really. Each idea is a dialogue between its carrier and a specialist who knows how to implement all technically. It would seem: the analyst silently listens, and after a meeting with the client in hot pursuit writes a brief, prepares prototypes and photos of target characters. The cherry on the cake – technical assignment.

Let’s imagine the most absurd idea – for example, to shove a grapefruit into the nostril. You will agree – it is impossible. The analyst, however, thinks otherwise:

Client: I need to shove a grapefruit into my nostril.

Analyst: What is the volume of the nostrils and depth of immersion of the grapefruit into it? Can I find grapefruit on the market? Is it popular? Is there any competing citrus?


With the help of leading questions and a detailed immersion in the product, the idea clears up, additional chips and a plan appear, how to make it interesting for users. Solution without an analyst, of course, can be found. Our experts are sure that at the same time there is no guarantee of success: most likely, the product will turn out to be “raw”, blunt, or in general with time, stall.

Anastasia Barabanova, Head of the Analytical Department:

Let’s look at the analyst sensibly. The client comes to our studio with the thought “wow, everyone will just fall down lying when we show it to the world!”, And they give him a specially trained person with a “fresh head”. This person beats by the facts: is there a similar product on the market? Is it popular, better than competitors? Who is the target audience, is there a conflict of interest between users and your proposal? So the idea is polished, from conversations and simple sketches – to a dynamic prototype and technical specification.

Are you ready to put up with this? If so, the analyst will help your business. No? Sorry, keep going wrong and thoughtlessly hurting your business.

2. Analytics is an extra link on the way to the product

A serious project, competitors already have deadlines, it’s time to do it. Why wait? And then suddenly there is an additional incomprehensible specialist who requires 7 nights, claiming that he will come up with “what you need”. Is it not clear – you only need one thing: faster!


Our work may seem unimportant and even pointless to customers who come with the words: “And what is there to think about? I have clearly painted everything, I have not slept for 3 days, I have to take and do, time is money! “Our work is necessary to create a quality and thoughtful product. You increase the chance of success of the idea and save in the subsequent stages of development.

Prior to signing the agreement on the boundaries of the project, analysts are thinking about how to find a balance between the client’s “hangers”, the limited budget and the limits of development opportunities.

Has the project gone to work? The analyst will not go on a well-deserved rest or another project: the most dangerous part of the work begins where development can be powerless.

Now the analyst should present the project to designers, layout designers and programmers, which requires full immersion in the project. An important nuance: the amount of gray hair in the testers depends on the analyst’s work.

Consider the situation when the work was started without preliminary analysis. Immediately the process begins: the designers create a rabid creative in the “God mode”, developers design a database, layout designers immediately make the layout according to the design.

It’s time to bring everything together and give it to the testers.

Tester: Why is the curve form?

Developer: It was not in the design!

Designer: I do not know where this form comes from. Who is to blame?

Tester: So how should the button work? There are two chairs here …

Developer: * sings * “Our service is both dangerous and difficult …”

* Somewhere before the deadline *

Customer: What is this button at all? I wanted the data to be displayed automatically. And by the way, where is the function of calling Satan by clicking on the logo?

So we look: if you decided to do without analytics, be ready for the moral and professional destruction of a dozen professionals who are shining the extra working hours for correcting non-envisaged errors. More work – more spending, and as a result, the project will turn out like that child from the saying of 7 nannies.

3. Analyst – there is no such profession

Who is it, where did it come from? Analysts do not learn – they become. Anyone who likes to understand the technical side of applications, sites and a lot of design – welcome. Where is the front of the work? In trade – this is the forecast of sales, in the banking sector – the analysis of consumer ability. In our case, in digital, this is a search for user problems and their solution.


Once I entered the realm accidentally, I found my profession. It is difficult to imagine a more diverse work combining many tasks and looking at the product from different angles. You think through the nuances of the product being sold, you draw prototypes, write TK. And then still communicate, a lot and with everyone.

Let’s make a portrait. Analyst specialist:

  • He has an abstract thinking,
  • Creatively approaches the tasks;
  • Analyzes large volumes of information;
  • He knows the terminology and principles of development;
  • Merges logical links within the product;
  • Is able to compile clear and accurate documentation.

The analyst should have a good technical base, and he must understand many terrible “programmer’s words”. Ideally – this is so that the programmers do not immediately realize that it is not their colleague who is in front of them.

4. Analytics does not solve the problem but complicates it

Quite the opposite. An analyst is a specialist who will come with unpleasant news and a whole list of possible “crutches” in a seemingly working idea. Lukavo appreciated the development, he will report the sad news about the timing and budget. It reminds a campaign to the doctor: as well as not feeling well, the expert is more visible. As a result, through pain and labor, like a small tornado from the “Wishlist” project will turn into a clear technical task. The complexity of the project, on the contrary, creates a profitable advantage of the profession of the system analyst: constant development and study. Here is a good example of the benefits of analytics.


System analysts really want to make the world comfortable. Their goal is to organize everything so that the processes become clear, the technical solutions work, and the product is launched. The analyst does not increase chaos but subordinates his logic. He is a translator from the language of the digital sphere to the language of business and vice versa.

We hope you did not recognize yourself in our imaginary customer. But if at least one of the four reasons still seems to be weighty to you, remember your last project launch and consider whether this should be a competent and efficient work and, above all, did it bring the expected result?


Be the first to comment

Leave a Reply

Your email address will not be published.