This compelling article of strategist Tom Roach. offers a critical but essential read on “human centricity”. In particular, it describes the gap between marketers good intention to be human centric whilst actually ignoring the human context. “By obsessing over data marketeers automatically exclude the less visible, harder to quantify, but more real worlds of people”
An interesting read that highlights what marketeers miss out on when they continue this way. At TrendsActive we research socio-cultural trends to understand human needs and drivers of behaviour. As such we unravel the why behind big data and add context to facts and figures. Or as Tom states: “To see the human stories within data and do smart, creative things with it.“
