At Didi we combine academic theory and practice from the fields of conflict resolution and peacebuilding with AI, machine learning and big data to create pragmatic tools for resolving conflict and achieving peace. These theories succeed well in understanding the subjective perceptions of populations in conflict. Yet, by adapting them into analytical models and developing classification algorithms to identify their parameters, we can transform them into real-time data-driven tools that measure what people think and feel, allowing us to measure the impact of grassroots actions and their effect on the macro and vice versa. We scrape data from news media, social media and political discourse, three datasets that reflect the populations they represent. Our goal is to reduce the frustration, confusion and doubt felt by actors of all kinds as they actively attempt to solve conflicts and issues. As our tools aim to measure and understand what people think and feel, we have adapted them to operate in the fields of marketing, PR and public opinion surveys. This allows us to diversify our client base and internally subsidize our peace and conflict resolution work.