Sooth Aims to Bridge Human-data Gap in Communications

Ian Baer has introduced Sooth, a strategic consultancy designed to address the "human-data gap" in the communications industry. Baer pointed out that many brands today struggle to create authentic connections with consumers, resulting in dissatisfaction and numerous failed marketing efforts. With evidence showing that many consumers leave brands due to impersonal interactions or insufficient value, Sooth aims to address this issue by utilizing not just big data but precise, meaningful insights from its unique methodology. Combining AI with human expertise, Sooth analyzes consumer data from sources such as the Helixa database to help brands engage with audiences more personally, aligning with universal values to create deeper, more resonant connections.

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