Beyond the horizon

Martin Callingham

Business accumulates huge amounts of data in an increasingly short time scale. A holistic approach to this growing mound of data is needed which can look at a business and its problems for all angles.<BR><BR>The information climate depends on what can be called the 'new market research', which in the long term will enable the building of substantial resources of cheap, internally generated data which will reduce the dependence on surveys.

Beyond the Horizon

Martin Callingham, Whitbread, discusses how an advertiser's internal research group can use imagination and technical skills to illuminate massive amounts of data

Any business accumulates huge amounts of data in an increasingly short timescale. While the client world is becoming increasingly sophisticated in its approach to data, market research the raw material for much of the data is becoming more difficult, and this combination of factors raises considerable problems for the research business.

Market research in Whitbread

Whitbread has a substantial market research department, part of the knowledge industry, which embraces, for example, it, accountants,...

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