DIGESTING THE DATA. WHAT'S THE REAL PROBLEM?
In 2021, the total amount of data created, captured, copied, and consumed worldwide was 74 zettabytes (ZB)! ZETTABYTES!
Companies have so much data that it's hard to know what data is worth paying attention to when defining a problem.
While working on Pilgrim's, we realized that the usual suspects of advertising and promotions weren't the underlying problem. Digging into the data and matching it to consumer qualitative research, we discovered it was something else entirely.
While we're an advertising agency, advertising isn't always the right solution — we make it a point not to pre-determine any solutions by using data to fully understand all the contributing factors and help guide the project.