Vicki Lai

Synthesis

Open Source Intelligence for Brands. Synthesis creatively brings together public data in unexpected ways to expose commercial opportunities. We focus on the people and cultural forces shaping data. To deliver insight and strategy for marketing and innovation. Layering many disparate data sources, Synthesis transforms 'open data' into intelligence. Revealing surprising evolutions in people's behaviour to spot what's coming next. Synthesis is a diverse team of data scientists, engineers and cultural anthropologists. Bringing a uniquely human-centered lens to data by exploring motivations, desires, occasions & tensions. Brands such as the LEGO Group, Nike, McDonalds, Netflix and YouTube entrust Synthesis across three disciplines - Synthesis Audiences - Identify addressable audience, activate them in culture. Synthesis Trends - Pinpoint when and how to act against cultural, category and consumer trends. Synthesis Futures - Take control of the drivers reshaping your industry long-term.