The digital age has taught businesses to see people as individuals rather than just as members of certain demographic cohorts. On social media, we receive personalised ads based on our responses to previous ads, our current location and our shopping habits. Our massive digital footprint enables companies to know precisely how effective their advertising campaigns are at the individual level and to derive immense value from this knowledge.

Alas, it seems that this technological wave has yet to reach policymakers. Despite the advantages of big data, governments still tend to use a one-size-fits-all approach when planning investments or designing policies. To help improve public services through better use of data, we have developed a new framework we call Quantum Governance.