We are in an amazing time for research practitioners. Not only do we have access to incredibly rich big data but also high quality, low-cost research. Yet linking the consumer behaviour in big data and sentiment from traditional primary market research does not capture a tremendous amount of value. Leaving value on the table is a problem in an era where consumers are demanding personal treatment and switching costs are shrinking. Without fully optimising the customer value proposition, companies fail to fully protect their assets. In this presentation the author will provide concrete examples of how AOL has connected our big data with conventional market research data to better satisfy our stakeholder questions.