Never Mind the Width

This is the paper that got everyone interested in insight. Andrew McIntyre describes how, while we might be drowning in data, we can actually really know very little about our audiences. It’s not until we start being hungry for understanding, and measure semi-qualitative factors like motivations and impacts, that we begin to shine a light onto our audiences, replacing tedious, unhelpful facts for deep and transformative insight.   

Never mind the width

Never mind the width