Edda Blumenstein is a Ph.D. researcher at Leeds University. In this episode, she discusses her efforts to "Identify how honest retailers are supposed to survive in this dynamic environment that is constantly changing at a speed never seen before. I'm looking at how they can actually develop capabilities to do that.” Edda zeroes in on big data’s role in the transformational process. Today’s buyers expect an experience and a relationship from the brands they choose to do business with. Edda explains why businesses need to implement educated decision making in order to stay competitive prepare for an unpredictable future.