“COVID-19 is touching every conceivable facet of life, reflected in the data being generated as a result. Be it virus test results, traffic flows, shopper behaviour or what is spoken about on public social networks, the data flow can appear to be a torrent. Beneath all those public flows lies an iceberg of hidden data, a seemingly endless list of ‘known unknowns’, and we can only wait for the ‘unknown unknowns’ to come to light.”