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The Insight Economy

Sep, 2016

Business leaders are waking up to the need to make decisions based on data and analytics rather than their own intuition. These key insights are helping to pinpoint problems and gain a greater understanding of customer needs and behaviours. A growing number of companies invest in neuroscientists to analyse customer brain processes while brands hire cultural anthropologists to get a deeper insight into what makes people tick. This report looks into power of data and analytics, the value of social listening, the rise of people-watching research and the true symbolism behind a good cup of English tea


Big data can be a minefield of information for companies to digest. Here, we take a look at the similarities and differences between the customers
and fans of various consumer brands to see patterns and trends in supposedly unrelated audiences.