Free space: Using open data for retail location analysis
Darren FleetwoodOxfam
Introduction – not just big but open
It will have been difficult for anyone working in market or social research in the last two to three years to have missed the term "big data". As Google Trends reflects (figure 1), since around 2011 there has been an explosive growth in interest in what large and varied datasets and increased computational power can tell us about the world and our organisations. These data have provided significant opportunities – the ability to estimate flu levels from web searches (Ginsberg, et...