More than a hunch. More than a wing and a prayer. 

Organisations are surrounded by ‘WHAT’ data, drowning in it – data that records the result of a human choice, an emotional decision, the satisfaction of a human need. It doesn’t explain or unpick the human, emotional element. That’s what ‘why’ data does.

‘what’ data is about the past. At best it records the effect of a decision you made in the past. ‘why’ data is about the future and about possibility…About Opportunity. ‘Why’ is about empowering ‘informed’ decisions.

We’re all about the ‘why’