Behavioural data has long been the staple ingredient of big data analytics. With it, most organizations can get a sense for who does what, when, how, and where. But the question of “why” a person does something, and perhaps more importantly, whether they will do it again is often more difficult for companies to understand and predict. Today, leading companies are exploring new approaches to better understand “why” people do the things they do by combining the “hard” sciences of big data analytics with the “soft” sciences of social behavior. The challenge however is to develop techniques that accurately capture and project the relationship between how people think, feel, and act. Doing so will drive a new era of consumer centric design that will meet, and perhaps exceed the ever increasing expectations of the marketplace. In this session, we will discuss our progress to date and solicit feedback on ideas for moving forward.