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...