Maybe the better question is how it feels when it doesn’t. That uneasy moment when a brand seems to know a little too much, or when a recommendation feels robotic instead of relevant. These are signs that something is missing in the way data is being used. Too often, data is treated as a shortcut to results instead of a bridge to understanding. The goal becomes efficiency, not empathy, and that’s where the disconnect happens. For me, making data feel more human means designin

Most of my career has been about making data more meaningful. Not just for marketers and businesses, but for the people behind the numbers. From my PhD research on music and emotion, to the platforms I helped build that turned listening habits into shared emotional experiences, to later using social data to understand personality and motivation in real time, I have always believed that behaviour is the most honest signal we have. And that behind every signal is a person. Howe