Introduction
For more than a century, the market research industry has provided consumer representations to support decision makers (Berghoff et al., 2012; Schwarzkopf, 2016), thus becoming an essential component of the intelligence ecosystem (Cowan, 1994; Jenster & S0ilen, 2009). Historically, market research has focused on consumers (Chessel & Dubuisson-Quellier, 2018), partly because brands needed intermediaries to connect with them. However, in an interconnected digital world, consumer data are widely accessible (Mellet & Beauvisage, 2020); hence, insights are available without asking consumers (Mouncey, 2018). For example, data brokers compile and sell large datasets of consumer information and use analytics to project...
