Can we all please ignore Byron Sharp?

Agency: The Telegraph

When we entered the first national lockdown the UK was plunged into a state of unknown. Consumer behaviour was volatile and brands were struggling to work out what audiences wanted.

In addition, traditional insights sources were expired or lagging. And, following the cookie crumble, market skepticism of claimed behaviour was rife.

The Telegraph's subscriber-first approach had the answer: we had meaningful big data, generated by a known, loyal and paying audience.

All we needed to do was build a product underpinned by our first party sources - something that gave real-time cues of consumer sentiment, intent and actions.

Step forward Telegraph Instant Sentiment Tracker (IST).