This paper reviews the key ethical, legal, technical and data quality challenges researchers face when working with these new data sources. Its goal is to start a conversation among researchers aimed at clarifying their responsibilities to those whose data we use in research, the clients we serve and the general public. It uses the term secondary data to mean data collected for another purpose and subsequently used in research. It expands on the traditional definition of secondary data to account for new types and sources of data made possible by new technologies and the Internet. It is used here in place of the popular but often vague term, big data, and is meant to include data from various sources, such as transactions generated when people interact with a business or government agency; postings to social media networks and the Internet of Things (IOT). It is distinct from primary data, meaning data collected by a researcher from or about an individual for the purpose of research.
Tackle the most common challenge when developing data-driven solutions: How to define a tangible use case? The Supercrunchers will walk you through based on a real-life case.
After a first hype, opinions with regard to the value of Big Data for decision making are much more differentiated: is Big Data the universal answer? Will the massive amounts of new data sources be the end of market research? Many are disillusioned after their first experiences with Big Data. What unites many Market Researchers and Data Scientists is uncertainty. Only one thing seems to be sure: we'll face further exponential growth in available data. Guidelines on how to make best use of the data are required. During this interactive session the authors will provide hands on guidance on how to avoid common Big Data traps by proper data management, suitable Big Data tools, and above all by utilizing curated, high-quality market research data (e.g. single source cross-media panels) as reference layer in Big Data analysis.
We'll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually hard to penetrate for researchers. We've chosen eating on-the-go as subject of our research study: a topic area that allowed us to really "pressure test" the method and technology used. Our findings are very encouraging and clearly indicate that this approach and the technical setup is very suitable for the entire region and that it provides valuable and highly granular insights. We'll share and discuss our detailed findings and the methods used.