Applying creative thinking to big data ensures a creative output

This article sets out three steps that marketers can use to hone Big Data's output to inspire creative thinking: culling, framing and filtering.

Applying creative thinking to big data ensures a creative output

Lauren Murphy and Cordelia FasoldtArnold Worldwide,

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

There is a perception of safety in Big Data. Marketers are often more comfortable with 'numbers' research than 'feelings' research because quantitative data comes from reputable, behemoth sources. It's verified. It appears in reams and reams of spreadsheets or formalised reports. Marketers' increasing focus on Big Data over the past few years is driven by its...

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