Market research: Drinking from the big 'data hosepipe'

Mark Earls

Today's marketers have access to massive amounts consumer data but they need to learn to use the 'data hydrant'.

Market research: Drinking from the big 'data hosepipe'

Mark Earls

Today's marketers have access to more consumer data than ever. But they need to learn to use the 'data hydrant'. Mark Earls argues that it is important to be less precise - to draw bigger conclusions from large datasets by spotting important patterns, rather than smaller ones at lower levels of granularity.

We live in a world of 'big data'. It must be true: McKinsey Quarterly, The Economist and even Campaignmagazine all agree. All of these fine publications have published articles in recent months exhorting managers...

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