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As experts, we often get an assignment to consult a more significant size project:  mapping a comprehensive branded experience. We create a logical, intentional, and purposeful journey by linking smaller experiences, utilizing our deep knowledge of human behavior as individuals and as a community. We believe creating such "global experiences" relies on one principle: respecting humans as humans, not numbers, charts, or statistics. We use such information to help set up a project process and as a checking measure, but not as  decision-making tools.