Edwina Dunn talks about market research in the digital age, how to extract value and truly understand your customers.

Edwina is perhaps best known as the Founder and Chief Executive of dunnhumby. Edwina set up dunnhumby with her husband and former colleague Clive Humby in 1989 in their West London home. The business focused on the application of customer data to understand and predict consumer trends and behaviours. At that time, customer data was not valued or stored but simply discarded following a transaction.
Edwina joined Starcount as the COO. Starcount is a global social media discovery engine where fans can be rewarded for their loyalty and engagement. It tracks 1.7 billion people across 12 major global social networks.
Edwina is also an an investor in Purple Seven which is the UK's largest Theatre Analytics Company, managing some 19 million consumers; in addition Edwina runs a not-for-profit platform around women's perception that seeks to amplify their voices and self confidence called the What I See Project.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx