Synthesis v Analysis

Synthesis (n) The combination of ideas to form a theory or system: the synthesis of intellect and emotion in his work, the ideology represented a synthesis of certain ideas.  Often contrasted with analysis 

Analysis (n) detailed examination of the elements of structure of something, typically as a basis for discussion or interpretation: statistical analysis / an analysis of popular culture.  The process of separating something into its constituent elements

In sales/marketing synthesis is an ad hoc project whereas analysis tends to be an ongoing process.

It's fine to use a consultancy for synthesis because it's ad hoc and a decision needs to be made before the project begins.  It is defined and therefore manageable.  But any organisation that automatically outsources all of its analysis work is abdicating responsibility for anything like realtime decision-making.

When budgets are tight and analysis budgets are cut back then decisions are either made too late or without sufficient information or not at all.  Consultants like me need to be in the synthesis game.