The Collective Brain: Why Market Research Will Be Over-Run By the Software Powerhouses, and What You Can Do to Compete
What is the value to a marketer of insight that isn't implemented? Zero. I therefore argue that one of the primary destroyers of marketing research value is the lack of systems to ensure implementation. And, I will illustrate how a new class of technologies is emerging that delivers “the collective” . The collective is the combination of data models, human intelligence, and software linked to decision flow. The goal of “the collective” is to generate insight, aid...