It’s rare to see an analytical model informing research or an ad hoc study driving a predictive framework. Yet, as data becomes more varied and voluminous inside organizations, so too does the pressure to leverage it to drive business outcomes. Likewise, approaches that uncover why consumers behave as they do continue to support bottom-line strategies. Without empathic knowledge, organizations fail to build their EQ. In this session, learn how primary data can, and should, be linked with "hard" data streams to inform smarter decision making.