How to fill big data's black holes

Sam Curtis

This article explores the 'big bang' of new data sources, but to fill the gaps requires a fundamentally re-thought approach to research, as the brands with the clearest picture of their customers will develop the clearest market advantage.

How to fill Big Data's black holes

Sam CurtisTNS

The touchpoints revolution has created a big bang of rapidly emerging new data sources – but between these points of light, it's also created black holes in our understanding that only a re-engineered approach to research can fill.

A new wave of connected touchpoints is taking over from survey-based research as the dominant source of data for brands. The streams of real-time information emanating from these touchpoints tell us exactly who does what and when, not just for a small sample of people but for everybody interacting with them. However,...

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