The age of shallow insight

Somewhere along the way, our industry fell a little too in love with automation. Dashboards. Platforms. Auto-generated reports. All promising speed and efficiency.

But in the rush to make everything frictionless, something important has gone missing. Thinking.

The outputs look slick. The decks are polished. The charts move when you click them. But peel back the layers and you often find the same recycled templates. The same shallow commentary. The same old “what” with very little “why”

The problem isn’t data. We’ve never had more of it. The problem is context and perspective.

Real insight doesn’t come from feeding numbers through a machine. It comes from understanding behaviour, tension, and motivation. From making sense of what the data means, not just what it says.

And that takes people. People who’ve stood in aisles, watched shoppers, and seen how brands really win at the shelf. People who can spot the story that matters and say, “Here’s what to do”

Automation helps us get there faster. Metrics have their place, but they’re not the destination. They are just the base layer.

At Fore, we believe insight should sharpen decisions. Not hide in charts.