Turning Farmers into Miners: Collaborating to enrich behavioural big data sets with perception surveys

Patricio Pagani and Reed Cundiff

This paper examines research by Microsoft, the software company, which explores how new technology is creating new sources of 'big behavioural data' and how this means research organisations must revolutionise the way they work.

Turning Farmers into Miners: Collaborating to enrich behavioural big data sets with perception surveys

Patricio PaganiInfotoolsReed CundiffMicrosoft

Introduction: Big behavioral data, traditional market research and the benefits of combining them

At our core, market researchers are interested in understanding market conditions so we can influence decision makers and guide our business towards sustainable profitable growth. While there are many facets to market conditions, customer 'behaviors' and 'perceptions' are fundamental drivers in every industry. This paper describes what we believe is a revolutionary change in how market research teams will approach data, and how combining actual behavioral data...

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