Introduction

Everything happens on our smartphones. We see the people we know the more often on social networks than in person. We catch up with our friends and relatives through their profile pictures and comments, and we know these people better than our coworkers or our families, with whom we spend more time. Nowadays, this happens because what we do, what we say we do, or what we are interested in doing, is communicated through social networks rather than in person. We speak our minds much more on social media than in other "real life" scenarios. We are more critical because we want the person reading us to reply with something just as truthful as our opinion.

These days, it is normal to feel that we have been disconnected from a "friend" when they do not post anything. What they do is almost a mystery, forcing us to find them on WhatsApp and write: "Hey, are you OK?" It may not be something we expected, but it has been happening for years. So, how is the industry dealing with this phenomenon? In recent years, agencies have begun to use various techniques and initiatives to respond to some research needs according to the big data originating from social networks. It is an incipient movement that looks for ever deeper foundations. Big data, however, still sounds distant from consumer insights. The term "big data" indicates something huge and immeasurable. When something is everything, it is nothing, especially in market research where, when handling such enormousness, we get tense when we find data that we cannot control, that we cannot structure with a question, or with a qualitative exploration. That cannot be found in a database.

Market research and Big Data