On today's episode, our guest is Tom Webster, Vice President of Strategy and Marketing for Edison Research, the organization behind exit polling for national elections in the U.S. for more than two decades, Tom has conducted political polling for U.S. elections, as well as market research, for some of the top companies across the nation.

Tom rejoins us on the podcast to share his insights into how demographics have dramatically changed over the years; and how companies can use consumer data to maintain their competitive advantage.