Why understanding people is harder than ever (despite all the data) 

Judy: We have more data than we've ever had, but more data doesn't equal more understanding. The real challenge is asking the right questions. If you keep asking the wrong question, you're never going to get behind what's really driving consumer behaviour. AI can interpret trends and patterns quickly, but it struggles with ambiguity – and that's often where the most valuable insights begin.

David: For years, businesses complained they didn't have enough data. Now it feels like we have too much and don't always know what to do with it. Data can tell us what's happening, but it doesn't explain why. The opportunity is connecting the what and the why, using human understanding, emotion and context to make sense of what the data is telling us.

Judy: Data tells you what happened, but it doesn't tell you what's going to happen. Many organisations become focused on dashboards and reporting, but the real value comes from understanding the texture underneath the data. The role of insights is to navigate the why and turn information into something the business can actually act on.

David: Data can show us what's growing, what's declining and where changes are happening, but on its own it doesn't explain what those changes mean. That's where insights come in. The real value comes from understanding why consumers are behaving the way they are and translating that understanding into opportunities that connect with people.

Judy: AI is incredibly powerful at interpreting trends, identifying patterns and helping organisations work more efficiently. But it can't do everything. Businesses still need people to ask the right questions, understand context and ensure they never lose sight of the human element. Empathy and understanding remain essential.

David: AI isn't going away, and it will continue to become part of how we work every day. It can help with pattern recognition, analysis and efficiency, but it doesn't have imagination, culture, feelings or empathy. The organisations that succeed will be the ones that use AI as a tool while continuing to rely on human creativity, judgment and understanding.