Overcoming Bias in the Brief
In a time when strategies often must change or pivot so quickly and dramatically, the need for speed in developing briefs and insight creates new challenges as planners are forced to rely more on gut which is often limited to one’s experiences and existing data sets which are often not representative of minorities or evolving culture. This panel will discuss bad data and how to sniff it out, the typical areas where bias shows up, and the methodologies and thought processes that can help planners recognize bias and omit it from briefs.
Moderator: Yusuf Chuku, Global Chief Strategy Officer, VMLY&R, and Chair, 4A's Strategy Committee
- Jennifer Clarke, Director, Customer Experience Strategy, Merkle
- Kendra Clarke, VP, Data Science & Product Development, sparks & honey
- Hunter Sunrise, Head of Strategy, Modernist Studio
- Tom Morton, Chief Strategy Officer, R/GA
Director, Customer Experience Strategy, Merkle