Beyond Big Data: How Big Data needs consumer insights in order to realise it's full potential

Colin Strong

This paper critiques the current Big Data agenda and argues that the market research industry will need to be instrumental in delivering new forms of analytics - one which brings together the strategic understanding of the researcher with the technology that enables the interrogation of Big Data.

Beyond Big Data: How Big Data needs consumer insights in order to realise it's full potential

Colin StrongGfK, UK

Introduction

Big Data is the term that is rather loosely used to describe the exponential increase in data volumes, alongside the growth in our ability to transfer, store and analyse. Big Data appears to promise to deliver huge amounts of insight that would not have been possible by conventional means. There has been much speculation concerning the commercial benefits of the effective use of Big Data with one key study indicating that organisations applying analytics to Big Data are over...

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