The holy grail is when you can understand what people do and why. Understanding the heart of the consumer as well as the rational side of the consumer. "What we take on is the whole notion of creating time, meaning communication that consumers actually want to spend time with, because in that data driven deterministic world, that's fine for rational purchase, but a lot of other ocnsumer behaviors are driven by emotional ideas. As an industry we can't lose sight that the content we create is content people want to spend time with. Enabling clients to get closer to consumer," says Morris.