Insights 24/7: Understanding the consumer in real-time: step to anticipate change

Damian Suarez and Sebastián Silva

This article considers how understanding the consumer in real-time is a step towards anticipating change.

Large amounts of data are generated either consciously or unconsciously every time we use smart TVs or post on Facebook, Instagram or Twitter. All of these actions represent available data, which is just a part of our daily lives. Worldwide data grows exponentially. By 2025, the International Data Corporation (IDC) says worldwide data will grow to 175 zettabytes; data related to connectivity is basically included. Moreover, there are subjective components in 60% of that data as well as behind smart devices.

However, the data we produce every second is far from becoming valuable data. In an attempt to add value...

WARC subscribers can sign in to keep reading

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