Industry Talk - POV
Beyond the Data: Why Context, Timing, and Clarity Still Win
by Danny Mendonca, Toluna
June 9, 2025
We live in an age of data saturation. Across the Gulf region, digital transformation has increased this challenge, with brands today tapping into countless data sources—sales figures, digital metrics, social signals, media coverage, consumer reviews, and various surveys.
But in this landscape overflowing with numbers, are business decisions really becoming clearer? Is it now easier to anticipate shifts in consumer sentiment or launch campaigns that truly resonate?
Amid this noise, the real question becomes: What is the true value of a timely, accurate, and well-interpreted insight?
Danny Mendonca, Managing Director MEA, Toluna shares six principles to help brands across the region extract the full value of insights and convert data into sustained business growth.
1. From Data to Insight: Creating Value Through Connection
Having data is not the same as having information. And having information is not the same as having insights. Data are just disconnected points; information organizes them; but insights connect them to business reality, consumer behavior, and what truly drives effective decisions.
A true insight doesn't just describe what's happening; it explains why it matters. It's the lens that turns metrics into meaning, and signals into strategy.
In many markets across MEA, we still see decisions driven by dashboard-heavy reports that lack narrative. Bridging the gap between information and actionable insights is what differentiates proactive brands from reactive ones and helps capture more opportunities.
2. Testing in Context: Real-World Research for Real-World Decisions
Research conducted in isolated or artificial environments often fails to predict how consumers will behave in reality. True market understanding requires testing in contexts that reflect actual conditions.
In-context testing places products, messaging, or experiences in environments that mirror actual consumer touchpoints. Whether exposing consumers to a realistic-looking retail shelf or testing ads within the exact media channels they'll appear in, this approach delivers more reliable predictions and deeper insights by capturing how people actually behave in the real world.
For Gulf region brands, where consumers navigate both traditional souks and ultramodern malls alongside rapidly evolving digital platforms, this flexible approach ensures that insights are not only valid, but actionable and grounded in reality. This is one of our core principles and something we strongly believe in.
3. Beyond the Numbers: Understanding the Human Element
In the Gulf, understanding emotional drivers, cultural context, and behavioral motivations requires research that respects deep-rooted traditions while acknowledging the region's rapid modernization. This is where human-centric research makes a difference, it reveals the "why" behind the "what."
It's not enough to know that a product category is growing; brands must identify the drivers behind the growth. What excites consumers about a new product? What concerns hold them back? How do cultural factors shape their decisions?
The most successful brands are those that go deeper. They listen to the full spectrum of voices within this diverse market and use those insights to lead, not follow, the market.
4. Agile Research: Combining Speed with Strategic Precision
Gone are the days when market research was slow and rigid. Today, agile platforms and research teams help brands run faster, leaner, and more tailored studies, from early concept tests to advanced brand tracking.
Modern research blends speed with substance, combining qualitative richness with quantitative rigor to enable confident decision-making in real-time.
Agility means being able to:
· Continuously strengthen brand equity through campaign and sentiment tracking
· Rapidly optimize innovations with concept tests, pack validation, and trend diagnostics
This capability is especially valuable in the Gulf's dynamic marketplace, where consumer preferences evolve rapidly and competitive landscapes shift overnight. In such environments, an insight delivered too late isn't just useless, it's a missed opportunity.
5. Artificial Intelligence Is Already Here—How Will You Use It?
AI is not a future disruptor; it's already shaping how insights are gathered and applied. At Toluna, we champion augmented intelligence, the fusion of machine efficiency with human expertise.
AI can accelerate data collection, uncover patterns at scale, and elevate quality. But it's not a substitute for strategic thinking.
This balanced approach recognizes that while technology can identify trends, human expertise is needed to answer the essential question: "What does this really mean, and what should we do about it?" In AI-forward markets like the Gulf, where innovation initiatives are often national priorities, this complementary relationship creates insights that drive meaningful action.
6. Trust and Expertise: The Real Differentiators
In an era where technology is accessible to all, the new edge lies in trusted data, validated methodologies, and seasoned interpretation.
