Why it’s important to approach data without biased assumptions

Jason Mander

To stay resilient and competitive, businesses need to understand their audiences, using psychographic and behavioral data that gives them the power to understand not only the ‘what’, but also the ‘why’; that, in turn, allows them to build flexible, adaptable responses to constantly changing situations.

Issues like racial injustice and inequality aren’t new, but last year we really saw consumers question companies’ diversity, inclusion, and equality practices.

People made their voices heard and, in turn, it forced many brands to take action both in how they treat consumers and in how they promote equality and diversity in their own workplaces. The year 2021 will be the ultimate test to see whether businesses make good on the commitments they’ve made and, even as Black History Month in the USA and LGBT History Month in the UK have just concluded, it’s always time to reflect on those...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands