In a world where everyone’s clamouring for “data-driven” insights, this course goes beyond the numbers. It’s about learning to think critically, interpret evidence wisely, and make sound, ethical decisions in your PR practice. You’ll explore how to balance data with judgement, recognise cognitive bias (in yourself and others), and turn information from multiple sources into meaningful, defensible insights. We’ll cover practical tools for interpreting results, testing assumptions, and reporting outcomes (without losing sight of people, context, or purpose).