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One of the main challenges that brands face today is related to the abundance of data. Normally, the term abundance is connected to something positive, and in fact, when we think about Big-data, we hardly perceive this as something, as I said, challenging. The truth is that many companies struggle with an abundance of data, and dont find a way to make sense of it, and translate it to something smaller and more actionable. However, while a part of our industry tries to make sense of a big amount of data, there is an even bigger number of brands that face the opposite, harder problem: lack of data. In todays fast-moving and always-connected world, companies are forced to adapt to the digital transformation. This includes changing the strategy at which your company collects data, and specifically to our case, we are talking about customer feedback. Collecting feedback from customers or business partners has never been easier, but somehow the majority of companies still struggle to get
