Seeing with new data

Larry Friedman
TNS Global

Market research used to rely on asking people what they remembered doing or buying, but by integrating observational data sources, new data can put research at the centre of marketing strategy.

While Big Data is all the rage in market research circles at the moment, we feel that the focus on the quantity and speed of data misses the point. Big Data does not just mean more data; it means fundamentally different data. Observational data sources are providing market research with a new way of seeing the world and potentially a new role. Grasping this opportunity will involve new realities as we update models to reflect the data available, new acknowledgements of the fallibility of memory-laden metrics, and new uses for the resulting insights that can plug research directly into the media planning and buying process, and transform its contribution to marketing as a whole.