Online and digital research: The helicopter view

An overview of the market research industry.

  • Techniques are being shaped by three major trends: the rise of social, the rise of mobile, and the rise of big data.
  • Expenditure on online research has been rising over recent years; investment figures suggest that the bulk of this money is going on analytics tools.
  • Future challenges for researchers include removing the "noise" from all of the new data in order to derive actionable insights.
  • This Warc paper was originally a presentation given at Warc's Online Research: Now and Next 2012 conference....

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