Introduction
In an increasingly digitalized world, significant levels of potentially valuable data are available with more continuously being produced all the time. However, with this opportunity there is a significant challenge to manage it and to differentiate between smart relevant and non-relevant data. The research industry provides a good example where one of the goals is to identify relevant and valuable insights in consumer and product research using this smart data. Our goal was to conduct a study on a research project using 'big data' and to compare the outcome of the analyses with traditional survey research. Online shopper ratings...