Big Data and Research Data: The beginning of a beautiful friendship
Introduction
The world's supply of data is increasing rapidly, and companies hold more data about their customers than ever before. However, this data is by its nature limited in scope: typically to demographics, behaviour such as spending and consumption patterns, and potentially modelled data based on (for example) postal address.
Research can provide a wealth of additional psychographic information around context, emotions, drivers, response to new concepts, and so on – but we can only ever hope to speak directly to a fraction of...