"Data, data everywhere and much too much to drink" could be the resounding verse of many a company right now. Across industries, business professionals are navigating new and different data streams, but from which is it actually safe to drink? Enter Ged Parton, Chief Executive Officer of Maru Group. With a storied career in consumer insights, serving as head of Synovate, Ipsos and now Maru, Ged is acutely aware of this challenge. "Businesses can be overwhelmed by the number of available data sources," he says. "They want to use information to inform decisions, but the data is not always packaged in a way that can be easily manipulated."