Professor Hongxiu Li: Data creates value as society becomes data driven

What are your main research interests?

My research focuses on data-driven value creation within organisations. Business Data Analytics is about applying different models to generate value in real-world business contexts.

I believe there are imbalances in how companies use data for value creation. Some organisations have more resources, including both data and analytics capabilities, than others. Information-intensive industries tend to use data more effectively, whereas many traditional industries struggle to connect business processes with data. Overall, organisations must align advanced technological developments with new regulations and rules concerning data use and data governance.

What makes your research significant?

My research examines how data should be used. This includes how organisations develop their data analytics capabilities, build a data-driven culture and make data-driven decisions. Together, these elements form a comprehensive data-driven decision-making process.

My work explores how technology and data can facilitate value creation, but it is equally important to apply business theories that help organisations guide their data capabilities and operations. I also emphasise the human role, because data alone does not create value. Humans must remain involved, for example, in deciding which data to use and how to communicate insights from data analysis.

With AI-driven decision-making, the importance of human involvement becomes even greater.

How do you intend to develop Business Data Analytics in the future?

I am particularly interested in how AI can be used to improve the performance outcomes of data and data analytics. The key is understanding what AI can and cannot do. The goal is to ensure that AI is used responsibly and that the value it creates is reliable and trustworthy.

I also study how individuals can be guided to use and manage data responsibly. Everyday devices, such as laptops and mobile phones, collect large amounts of personal data.

More broadly, I am interested in how data platforms and ecosystems can be designed to create value for multiple stakeholders. This is a challenge in the platform economy: whether individuals are willing to share personal data and whether companies perceive sufficient value in participating. At the same time, we must comply with regulations and rules governing data sharing.

Where do you draw inspiration for your work as a professor?

I have always been inspired by the process of technological development. Technology brings great opportunities, but it also presents challenges.

We use data to understand how people adopt technologies and how they perceive new phenomena. While data analytics and data-related research have advanced rapidly, data governance has become increasingly important.

For researchers, this means examining how digital technologies and data can be used more effectively to create value for society. As data also has a dark side, it is crucial to support organisations in using data ethically to create value. 

I am interested in how we can build data-driven organisations and a data-driven society. This requires both a strong data culture and a new mindset.

What do you do in your free time?

I like to do things that are completely different from screen-based work. I enjoy knitting, which allows me to think differently and engage in hands-on activities. During that time, I do not think about data at all.

I also greatly enjoy outdoor sports, especially running or walking in the forest – no matter how cold it is. It has become part of my daily routine. Being outdoors helps me disconnect from academic work, clear my mind and sometimes even gain new insights. When you feel stuck, spending time in the forest can spark fresh ideas. 

Welcome to the inaugural lectures of the new professors on 11 May 2026

Photo: Jonne Renvall/Tampere University