Living Analytics Research Centre (LARC) is a new joint research initiative between Singapore Management University (SMU) and Carnegie Mellon University (CMU). It is a pioneering effort to create ways of understanding consumer and social behaviour by combining advances in computing, social science and management. LARC combines the key technologies of Big Data (large-scale data mining, statistical machine learning, and computational tools for the analysis of dynamic social networks) with analytics focused on consumer behaviour and social media, with an emphasis on near real-time analysis of streams of information that are continuously evolving.