As marketers, we’re used to speaking in the millions and billions. We’re excited by these magnitudes — not frightened by them. Big Data has conditioned us to dig through mountains of noise until we strike signal, until we recognize patterns that tell us what we want to know.
Big numbers make it tempting to speak in abstractions, but it has never been more important to recognize that behind each data point is a person. Those signals are human signals, and those patterns tell us about how real consumers live their lives. The responsibility as marketers possessed of this data is to use it to serve those that supply it, the end consumers that buy our products and tell us how to make them better.
We’ve created this booklet to share some of what we’ve learned about consumers around the world — their attitudes and beliefs, preferences, behaviors, and more — from the billions of conversations that flow through our system every year.