One’s perspective is not always the best indication of reality. As much as we’d like to believe we hold the key to the truth, we remain subjective and irrational beings victim of our own biases. As strategists, acquiring data is necessary to formulate bulletproof strategies.Markets are becoming more fragmented and consumer needs ever more divergent. A proper brand strategy must account for short-lived realities and unpredictable events. Knowledge then forms the basis of good planning: the more data, the better.