How Humanized Data is Revolutionizing Business Strategy in 2025: A Conversation with Brent Magid, CEO

At Magid, we’ve spent the last 65 years uncovering the secret to understanding consumer behavior and predicting future trends. Our work isn’t just about gathering data – it’s about humanizing it. In an exclusive interview with our CEO, Brent Magid, we discussed how our approach to humanized data is transforming the way businesses think about product development, marketing, and consumer engagement. Here’s a look at some of the key insights from that conversation.

Watch the full interview here »

Humanized Data at the Core of Business Strategy

Magid’s unique approach to research goes beyond simply identifying what people do – we dig deeper into why they do it. As Brent explains, understanding human behavior provides us with more than just descriptive insights. It gives us the predictive and prescriptive power to help businesses anticipate consumer needs and take proactive steps to meet them.

“Human behavior is a much better predictor of the future,” says Brent. “When you understand why people make decisions, you can advise companies on how to evolve their products and marketing strategies to align with future trends.”

This focus on humanized data means that businesses don’t just get a snapshot of current consumer preferences – they gain actionable insights that allow them to shape the future of their industries.

Moving Beyond Traditional Advertising

A common pitfall in modern advertising is the over-reliance on basic emotions – think humor, surprise, or sentimentality. While these emotions can be effective in the short term, they often fail to drive long-term consumer engagement or create lasting change in perceptions.

According to Brent, many advertisements today miss the mark because they lack a deeper, more sophisticated takeaway. “A lot of content just doesn’t go beyond ‘That was funny’ or ‘That was touching,’” he explains. “But what’s the real takeaway you want to leave with your audience?”

Magid’s experience working with Hollywood studios, streamers, TV networks, and social media companies has proven that the best content doesn’t just provoke surface-level emotions. Instead, it aligns with consumers’ deeper emotional needs and desires, establishing stronger, more meaningful connections.

Embracing the 360-Degree View of the Consumer

Over the years, Magid has shifted its approach, bringing together expertise from various sectors including media, entertainment, gaming, and consumer brands. This holistic view of consumer behavior allows us to provide clients with a 360-degree perspective on their audience – something that’s become increasingly crucial in today’s fast-paced market.

Brent highlights how companies are now looking for ways to understand their customers across all touchpoints. From groundbreaking innovations like Uber’s simple ride-hailing service to Tesla’s seamless car-buying experience, modern consumers have come to expect effortless, integrated experiences across every industry.

“The Uber effect has set the bar for simplicity and responsiveness,” Brent says. “Consumers are now asking, ‘If Uber can do that, why can’t other companies do the same with groceries, travel, or even buying a car?’”

By analyzing consumer behaviors across multiple sectors, we at Magid help companies gain insights that allow them to meet and exceed consumer expectations.

The Emotional Fit: Why It Matters More Than Ever

While functional attributes are important, it’s the emotional connection that really moves the needle. For years, businesses have focused on the functionality of their products – but as Brent points out, many have lost sight of the emotional fit.

“Consumers today are looking for more than just a product that works – they want something that resonates with them emotionally,” says Brent. “The trend is shifting towards companies that make people feel better, not just provide solutions.”

Understanding this emotional fit is where Magid shines. By focusing on human emotions, attitudes, and opinions, we help our clients craft experiences that genuinely connect with their audience. This is what sets brands apart in an increasingly competitive landscape.

Looking Ahead: Macro Trends and the Role of AI

As we look toward the future, Brent sees AI playing a transformative role in business productivity. However, it’s not just about machines replacing human labor. “AI will help us reach higher levels of value-added work,” he explains. “It’s essential for improving productivity in developed economies where workforce growth is struggling to keep up with economic demands.”

Beyond AI, Brent predicts that businesses will begin to focus more on the emotional aspect of their offerings. This shift will be essential for staying competitive and connecting with consumers on a deeper level.

“Understanding humanized data is the key to predicting future consumer behavior,” says Brent. “It’s about having the courage to act on insights that others might not see, but that can give you a significant competitive advantage.”

Courageous Thinking: The Magid Way

At the heart of everything we do at Magid is a commitment to courageous thinking. This means looking beyond conventional wisdom, embracing innovative approaches, and taking calculated risks to gain a competitive edge.

“Real courage comes in doing what others haven’t,” Brent concludes. “But you need the right data and insights to back it up. That’s where we come in.”

Magid’s focus on humanized data is reshaping the way companies understand and connect with their consumers. By capturing not just what people do, but why they do it, we’re helping businesses stay ahead of the curve and drive meaningful, lasting change.

If you’re ready to see how Magid can help your business leverage humanized data to predict the future and unlock your full potential in 2025, get in touch with us today.