Raig Adolfo

2020 has been pretty eventful, to say the least, and we're barely halfway through it. As much as this is a stressful period, it's also a fascinating time to observe behaviors and learn about what people will start, stop and continue doing for the remainder of 2020 and into 2021. Data and creativity have played a crucial role in helping public and private sectors assess, anticipate and prepare for the shifts ahead.

At the intersection of art and science, what are we meant to find? It's a common trope used to describe the interplay of creativity, insights, data and technology. It suggests these are separate forces meeting somewhere along individual routes. But is that right? Where are they headed if not toward the same goal?

After more than a quarter of the year spent working and living during a global pandemic, one thing is clear: The creative industry is still in the business of responding to—and anticipating—changing human needs. The best approach to identifying and addressing these changing needs, especially during a time of disruption, requires a mixture of strategy, actionable data and a deep understanding of human values.