We tend to treat the internet mostly as media. But there are vast opportunities in treating it as a place to mine for data driven consumer insights. A business that used to be the preserve of deep pocketed multinational research agencies is now available to each one of us at a very affordable cost. Here is an example of how we have made a small start at committing to more data driven insights to deliver what we call “Ideas With Authority”. Authority not derived from unnatural focus group settings or by questionnaire-jumping unsuspecting strangers, but by mining for natural action and converting that to insights with both qualitative and quantitative confidence. Here is one such story.