From TDWI Article -
To start down this path, you will obviously need to take a more holistic view of your organization’s information and technology architecture to learn what data is available to your end users. You also need to spend time learning what is missing today from the BI environment. Don’t be surprised if people at first cannot articulate their needs in this arena — most people do not believe current tools can support this analysis!
In conjunction with this internal fact-finding, stay abreast of the evolution of “unstructured” content software and service solutions. Although these concepts have been around for some time, some technological developments have emerged only recently to allow some of the more interesting analysis and integration opportunities in this area.
Finally, keep experimenting! The BI market has grown and matured substantially in the last several years, and this is an exciting new area where we can all stretch and investigate. As famous engineer Richard Buckminster Fuller once quipped, “There is no such thing as a failed experiment — only experiments with unexpected outcomes.”