Does Big Data Inspire or Hinder Creative Thinking?: Ask the right questions

This article introduces the winner of the Admap Prize 2015, on the topic 'does big data inspire or hinder creative thinking'.

Does Big Data Inspire or Hinder Creative Thinking?: Ask the right questions

Mandy PoolerKantar

It's time to ditch the robotic, even sinister, term Big Data and celebrate the humanity in data – the people who ask the right questions and study what other people actually do to create data and then find the outliers within it to generate valuable insight.

The term Big Data would never have been coined by a marketer. The connotations, in my mind at least, are uniformly negative – sinisterly autocratic (Big Brother); cataclysmic (Big Bang); robotic (Big Blue); macho (Big Daddy); super macho (Big...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands