The big opportunity in Big Data

This Viewpoint describes the new opportunity for market researchers provided by the data trails that track our lives and behaviour with increasing levels of granularity and precision.

The big opportunity in Big Data

Colin Strong

Verve

Understanding our fellow human beings is an endeavour that has preoccupied us for millennia. At different points in our history new tools and techniques have been developed to help us in that activity – not only the growth of the social sciences but the development of specific tools and approaches, whether it be phrenology and psychometrics or eye tracking and fMRI scans. But perhaps today we have a new opportunity that is opening up to us, one that has the potential to fundamentally change the practice of understanding humans. That opportunity...

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