Developments and the impact of smart technology

Tim Macer

In order to assess the extent to which market research companies were engaging with 'smart' technologies, the authors of this paper conducted a survey among 230 companies in 36 countries about firms' use of smart technologies when analysing large unstructured datasets, policies for dealing with mobile survey takers in online surveys, and techniques and technologies applied in presenting data visually.

Developments and the impact of smart technology

Tim Macer

University of Winchester

Market research now operates on an industrial scale: a phenomenon which has accelerated as merger and acquisition created global research companies, and market research companies turned to panels as a default source of sample. Yet this reliance on industrial-scale process is increasingly at odds with the demands of post-industrial society.

At the paying end, research buyers and those seeking to act upon the outputs of large consumer trackers are questioning the value of these research factory products (Andre & McKenna 2011; Baker-Prewitt 2007); whereas, deep in the data...

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