Introduction
In medieval times people sought a universal elixir. They failed, just as modern insighters fail if we proselytise one approach is 'the future'. We search for truth through data – but history tells us there is no universal solution.
Rather, we believe research, tech, insight entrepreneurs and intrapreneurs should join forces to unlock new truths and create a stronger ecosystem – where each collaborates to create a whole that is greater than the sum of its parts.
Challenges
Marketers are awash with data. Which data sources should we use? Traditional metrics seem like old, blunt tools. But what should...