Recorded live at SocialWest 2026 in Calgary, Charlie Grinnell, co-CEO of Rightmetric, joins host Lindsay Smith to explore why the data brands have been collecting about themselves is only half the story.Rightmetric helps North America's leading consumer brands harness external digital data across social, search, web, app, and ad spend to uncover what Charlie calls outsights: intelligence derived from how people actually behave online rather than what they say in a survey or focus group.Charlie breaks down why traditional segmentation falls short, how AI has turbocharged the ability to count and interpret behavioral signals at scale, and what it looks like when a brand finally sees the full picture of their audience rather than the one they assumed was there.Because there's a big difference between what people say they do and what they actually do.Edited and produced by Takt.