Most brands use surface level data to market to superficial stereotypes.

James Addlestone, on the other hand, uses data like a detective, reading between the lines of people’s survey responses and finding innovative ways to get to the truth behind their behaviors.

With a background in behavioral economics and a deep appreciation for detective fiction (we talk quite a bit about Agatha Christie), James brings an exciting approach to data-driven strategy: one that combines quant, qual, and creative curiosity.

During our conversation, James challenges the industry’s overreliance on survey panels, pre-loaded category drivers, and overly-tidy narratives that tend to collapse under real-world scrutiny. 

By contrast, James makes the case for embracing those moments when the data doesn’t quite make sense and treating that ambiguity as an invitation to look closer.

In this episode, we explore how James uses data triangulation, not silver bullets, to connect the dots between data points, which leads not only to new campaign directions, but can also result in subtle shifts in operations and product innovation.

Some of my favorite aha moments from our conversation include:

• The “qual sandwich” framework James uses for insight generation
• Why it’s important to challenge company myths every so often with fresh data
• How a surprising spike in tomato sales led to a deeper investigation and a new campaign direction for a major grocer
• How the pet brand, Chewy, focuses on “moments that matter” and why moments-based segmentation matters even more than traditional demographics
• Three reasons why AI won’t replace good analysts anytime soon
• Advice for junior analysts and how to use different AI tools to help with big data projects

Show Notes:

Below are links to inspiring ideas that came up during our conversation.

Books:

Factfulness: 10 Reasons why You’re Wrong About the World–and Why Things are Better than you Think by Hans Roling

Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Steph-Stephens Davidowitz

Algorithms to Live By: The Computer Science of Human Decisions by Tom Griffiths

Stolen Focus: Why You Can’t Pay Attention–and How to Think Deeply Again by Johann Hari

Blueprints: How Mathematics Shapes Creativity by Marcus du Sautoy

Companies

System 1: The World’s Most Predictive Ad Test

Meet the 85: Ethnographic Research Consultancy

Podcasts:

Thinking Inside the Box More Creatively with Dan Cohen, Creative Director at Saatchi New York