Why it matters

Large companies now have access to vast amounts of data drawn from millions – and often billions – of consumers. While sophisticated technology can deliver powerful insights from this information, it is vital not to forget that real people, with real needs and aspirations, rest behind this information.


  • Data-driven insights are important, but should be complemented with real-life research techniques like ethnographic studies.
  • Focusing on data that connects to a brand’s purpose – such as how to save resources or reduce energy use – could be valuable to marketers.
  • Protecting current revenues while also leaving space for innovation is an essential balance for marketers to strike.

Kirti Singh, Procter & Gamble’s chief analytics and insights officer, is no stranger to disruption.