Smart Data Works: Delivering ideas for product improvement and shopper understanding

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

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...

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