Measurements and relevance
People continually move between diverse places, contexts and content.
When contact between people and products occurs we collect data and try to understand, monitor, and analyse the behaviour that leads to this constant movement.
Reality is increasingly and more inextricably linked to this data, which is hidden in our little everyday actions and in the valuable information that they reveal to us.
Data has become so deeply embedded in people’s lives that, when analysed and interpreted correctly, it is capable of fully describing them and can potentially deliver the desired outcomes. And this is when people’s needs, desires and fears come to light.
The macro data, company data and data on people are drawn into a process of integration and validation through testing and refinement, guided by market scenarios – sometimes unforeseen, having emerged after the analysis.