Data Usage Trends - The State of Data Series

For years, improving data usage has often been seen as a tooling problem: better platforms, smarter dashboards, more automation. But the 2025 edition of The State of Data suggests something different and far more foundational, is happening.

A Quiet Revolution in Data Usage

This year, 67% of UK respondents said their organisation’s data usage has improved year-on-year, a promising statistic in a landscape still shaped by complexity, disruption and economic caution.

So what’s driving this shift?

Not new platforms.

Not bigger teams.

Not AI (yet).

Instead, 42% of respondents cited “clear definitions of what data is needed and why” as the strongest reason for the improvement, more than any other factor listed.

That’s significant. And it reveals something important: the most impactful changes are coming from the alignment between people and purpose, not software and spend.

Clarity over complexity

When teams understand what data they need, how it will be used, and what outcomes it’s tied to, they:

• Ask better questions.
• Build more reliable pipelines.
• Reduce rework and duplication.
• Improve decision-making with less noise.

In other words, they stop treating data as an abstract resource and start treating it as a strategic asset.

This shift isn’t about tooling, it’s about thinking.

The Business-Data Bridge

The 2025 report highlights a growing awareness that business users play a critical role in data quality and usage, not just the technical teams.

Many organisations have begun prioritising:

• Clear communication of data requirements between functions.
• Upstream quality control, not just post-hoc data cleansing.
• Business involvement in governance practices, including ownership of specific datasets.

It’s this cultural and structural evolution, not flashy new platforms, that’s helping organisations unlock more value from their data.

Takeaway for Data Leaders

If you’re still looking to drive better usage outcomes by buying new tools, the data suggests a pause for reflection.

Start instead with:

✅ Cross-functional workshops to clarify data needs.
✅ Governance structures that encourage collaboration.
✅ Education and enablement for business users.
✅ Metrics that reflect business impact, not just data availability.

These are not one-time initiatives. They’re the foundations of sustainable, scalable data maturity.

Download the full report for more insights into how top-performing organisations are bridging the data-business divide and what it means for your team.

Next up in the blog series: What’s Really Blocking Progress in 2025?