Cate Riegner @ Project Inclusion

In the more than 20 years Cate Riegner has done market research and strategic planning, she's seen the world of data analytics and data-driven marketing and design undergo constant evolution. Data that was once expensive and hard to collect now comes in a deluge, and the challenge comes not in collection but in focus and targeting.Strategy and design rooted in big data also gets a bad rap lately for having inevitable bias and inviting exclusion. Cate knows that market research done right can promote quite the opposite: data that captures the emotional and lived experiences of consumers, as well as their distinctive challenges, leads to strategic thinking that is both inclusive and profitable.