Principa is an international data and analytics company based in South Africa. Principa uses data scientists, developers and consultants work together to develop data analytics products and solutions that derive answers, predictions and recommended actions from large and complex data sets for over 150 companies in 30 countries in Africa, Middle East and Europe.

They are experts in using data insights to predict human behaviour and drive optimal outcomes: from identifying the most profitable customers or account holders to target to identifying and targeting the most cost-effective marketing initiative for a defined market segment. Their aim is to turn data into wisdom in order to enable companies to work wonders.

Our brief was to develop avatars for one of their Telesales Software Programme with the main objective of the avatars being to virtually communicate ethnic group, gender, age, and emotional status to the call centre operator.