Less Facts, More Fiction: Expanding Research's Mind: Moving away from method, to a much wider definition of strategy as execution

This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights.

Less Facts, More Fiction: Expanding Research's Mind: Moving away from method, to a much wider definition of strategy as execution

James EbdonOMG LifeElizabeth LonerganNokiaLeanne TomasevicTruth Consulting

Introduction

When data is abundant, expertise in collection, rigor and robustness loses relevance, paving the way for less factual approaches

The Sunday edition of the New York Timeshas more information than a cultivated person in the eighteenth century would consume during a lifetime, in fact, there has been more information produced in the last thirty years than there has during the previous 5,000 years (Bauman, 2007). Where...

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