Kijamii’s Zeyad Salem puts an emphasis on using data to create narratives that move people. It doesn’t feel that long ago when insights were gathered over coffee-stained tables, scribbled notes, and the occasional focus group – a time when the loudest voice in the room often held the ‘truth’. Back then, data was scarce and instincts filled the gaps. It was raw but undeniably human. Decisions were made based on what we felt, observed and debated face-to-face.
Fast forward to today, and we’re drowning in data. Metrics, dashboards, analytics reports – endless streams of numbers claiming to know our audiences better than we do. It’s like standing in the middle of a data storm, with every figure shouting for attention. But here’s the catch: despite having more data than
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