Seeing with new data

Larry Friedman

This article examines the hype surrounding Big Data, arguing that the value of advances in data availability and collection is not quantity and speed, but different types of data that allow marketers to observe consumer behaviours.

Seeing with new data

Larry FriedmanTNS 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...

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