I’ll be honest, I hated going outside the M25 but since the Turn to the Real clients wanted what they called “thick data”, real people. “What’s wrong with a good old survey and some demographics?” I’d mutter under my breath in yet another woke meeting. Overruled. And it was me who had to make sense of it all. The problem of course was making sense of all those stories and photos and recordings. Sometimes, you couldn’t even understand their accents! Thankfully now some software heads up the M6 (sic) does the interviews them and tell me what it all means.