Take reference from data but don't let it dictate the story

This article argues that big data can be misleading, taking attention away from consumers' real needs and missing big changes in the market.

Take reference from data but don't let it dictate the story

Andy Gilbert and Polly GilbertConnection2 and JWT

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

"It is a testament to the richness of life, and the poverty of numbers, that all things cannot be counted."i

Cast your mind back to the end of the noughties – 2008 to be precise. Tesco, led by its invincible CEO, Terry Leahy, is in its prime. Neither Sir Terry, nor the company...

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