Digitalisation connects us and helps us share data that contributes to more relevant communication. Companies are collecting more data than ever on potential customers in an attempt to target their advertisements to the right audiences. However, companies often do not know how to use the data correctly, thus forgetting that cultural and personal diversities exist. “To truly understand the real person behind the data, it is crucial that we embrace the differences arising from our individual circumstances, abilities and preferences in life,” says Martin K. Glarvig, president and founder of Geomatic, a development and knowledge centre specialising in consumer insight analytics.