The Hidden Connection Between Consumers and the World

A year ago, a team of us set out to understand how consumers exercise choice around the world. In this process, we interacted with over 40,000 consumers in 18 countries worldwide. As you can imagine, there was a ton of data for the geek inside us to go crazy with,. So anyway, we take all that data and we start to draw correlations. We found 90% correlation between the Americans and the Australians. Two sets of people on the literal opposite ends of the world. How amazing is that? And this is a big deal because businesses, companies operate, govern themselves entirely on the basis of these clusters that we found didn't even exist.