B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
83%
83% -- customers wanting human interaction for Global customers (2025)
According to Accenture's Strategy Study, 83% of customers want human interaction.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
83%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Accenture
Primary
Tier C
https://studionoel.co.uk/brand-personality-framework ↗
Source Article
The How And Why Of A Brand Personality Framework - Studio Noel
Brand personality framework – The how and why
We live in the age of the human brand. According to Accenture's Strategy Study, 83% of customers want human interaction - which makes developing a personality framework essential for brands wanting to cut through the noise and forge long-lasting emotiona…
Original Research
Accenture
· Original study ↗
Methodology
Cited from Accenture's Strategy Study; methodology not described in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Global customers: 83% customers wanting human interaction. Source: Accenture (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/customers-want-human-interaction-accenture
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<blockquote cite="https://lighthousedata.io/data/customers-want-human-interaction-accenture" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>83%</strong> -- customers wanting human interaction for Global customers<br><small>Source: Accenture (2025) · <a href="https://lighthousedata.io/data/customers-want-human-interaction-accenture" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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