Charles Makau has been in the social and market research industry in the region for the past 12 years, until end of last year, he was country president of Ipsos Tanzania – one of the leading market research companies. He is currently running a start up on big data integration, analytics and visualization. Mainly what the organisations does is working with clients to mine actionable and financially feasible insights from data and information – whether from custom research, structured or unstructured data, to support decision making and strategy. Currently he is pursuing a PhD on Business Strategy. He also has a master’s degree in social statistics and a Bachelor’s degree in Applied Statistics – Actuarial Science and Demography.
Integration and visualization of information from different sources forms a very solid based for decision making. “The human brain does not make very accurate statistical computations without deliberate effort. But often we don’t make such an effort. Instead, we use shortcuts. We substitute questions, extrapolate from available memories, and try to construct plausible and coherent stories. We tend to underestimate uncertainty, are influenced by the way questions are framed, and our intuition is skewed by irrelevant details. “- Kahneman, winner of the Nobel Price for Economics in 2002