The Big Lie... or the vexed business of discovering small truths

This article discusses the Future Foundation's concept of "The Big Lie", the difference between what UK consumers say and what they do.

The Big Lie… or the vexed business of discovering small truths

Can the marketing community confront the possibility that, even and indeed especially in an age when the monitoring of the behaviour of consumers has never been so technologically advanced, it becomes harder to know those consumers really well?

Now, the miracle that is Big Data and the sheer impossibility of not leaving a digital footprint as you surf, browse, shop… would seem to make nonsense of any such notion. Your local supermarket probably knows more about you than your granny/spouse/best friend combined. So much personal intel grows on...

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