Our business is based on the principle that data-led insight is only possible when human beings direct technology - rather than the other way round. Interrogating the digital landscape using relevant metrics draws out critical information for strategic planning, for example: which topics are being discussed, by what demographic and in what proportions, how sentiment is expressed towards these issues as well as how these factors might change over time in response to campaign messaging. We combine best-in-class third party software with academic expertise and rigorous human verification processes to combat the very real issues of sentiment, context, language complexity and platform visibility that exist across the social media dataset. Within the past year Human Digital analyst teams have worked on projects for global consumer brands and have considerable expertise delivering insight to public sector clients across the globe with a particular focus on complex audiences and fragile states.