Insight & strategy Democratisation Deliveroos principle of democratising data broadly means that almost anyone in the main business can access behavioural and attitudinal data held by individual teams. The company has an API integration between its behavioural insight tool, Looker, and its brand tracker to allow people across the company to see the information uncovered by the tracker. This brings its own challenges, and Steadman says his team has to ensure its data is not only 34 accurate, but able to be understood and used by others across Deliveroo. We have to be conscious that people may be telling stories using data that we, as the customer insight team, own. This means we have to be super tight methodologically to make sure all the data we put into the business is right, accurate, easy to digest and understand, he says. In terms of how we report, we first do it collaboratively with the other teams and guilds. As far as possible, we build a cohesive story that covers both behavioural and attitudinal data. Steadmans time at Twitter has also influenced his approach to presenting insights data to a wider audience. According to Steadman, Twitter used a concept called the theatre of research to help make information more memorable to others, and to ensure the main insights taken from a piece of research were the correct ones. If you present 100 graphs on 100 PowerPoint slides, everyone is going to switch off at some point and remember one key point differently, he says. So, we are making sure we tell our stories in a really compelling, creative way that is memorable and emphasises the key points. I have carried that over from Twitter to Deliveroo, and we try to think creatively about how we deliver our messages outside of just another presentation. Steadman says the level of collaboration needed to maintain this approach is one of his teams biggest challenges. We know what we are doing well in terms of customer insight, but when a company is growing at the speed we are, it is vital that we work with other teams to ensure there is no duplication or inefficiencies being introduced into the system, he says. That is a challenge it takes time to build those relationships and to share what you are doing consistently across the business. Despite this, Steadman feels that Deliveroos approach to data and its API integration with Looker is the future. He says he is unaware of any other firm using a similar system. There remain challenges the potential for data to be misinterpreted is chief among them but he argues that the positives outweigh those risks and his team is taking steps to mitigate the potential for mistakes. As business intelligence or data science functions become bigger within organisations, how the existing customer insight team partners with them is critical, Steadman says.