You may as well test an idea before trading on it, e.g. gather data about gender composition of a company + profitability, run a simulation, and see if someone trading based on this idea could expect to make money. One idea I've had is reading the Glassdoor.com reviews of what it's like to work at a company and trading based on those... I'm not sure to what extent the smart money is already taking that info in to account or whether it would have any predictive validity.