The importance of AI and technology for modern brand building Know your audience

In this episode, James and Paul talk about how technology and particularly AI have made consumer-led research and insights accessible to a wider range and size of business.

In a world where consumers expect to be part of a brands DNA, it is important that businesses know how to access insights about their customers and how to then interpret this information to help grow and drive relevance with their audience.

James and Paul unpack what different types of consumer intelligence can look like and ways to think about applying this data, even in the most simple of scenarios.