Data Gumbo: Connecting 'traditional' research with big data

This paper describes a multi-method and multi-stage research project by AOL, the American digital media company, to support the design, development and launch of a security-focused extension to one of its core products.

Data Gumbo: Connecting 'traditional' research with big data

Joe Blechman

Introduction

As analytics and research practitioners, we often rely on the approaches and methods we know and are most familiar with when addressing the needs of our stakeholders. For those of us on the traditional market research side, that means we come to the table armed with primary research ideas to capture new information and insights. Similarly, analytics professionals often go straight for existing behavioral data, to find a path forward by revealing trends in what is already happening. These approaches are used for a reason - they are predictable,...

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