Big Data liberates researchers

William Pink

This article explores the impact of big data on traditional market research, arguing that rather than threatening the field it actually frees it to be more focussed and generate better quality insights.

Big Data liberates researchers

William PinkMillward Brown

Big Data is not replacing traditional market research, but liberating it. Once liberated, marketers and researchers can use their established first principles and insights to impart accuracy and meaning into the Big Data assets, leading to new areas of survey-based exploration.

Have you ever responded to a client's request for brand or communication insights by recommending something other than a survey? It's easy to assume that primary research is the best and only way of measuring brand health and the impact of marketing – and that for every new situation we need...

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