Big Data is likely to radically change the consumer insights landscape. Commentators question the role of market research when so much data is readily available. Does market research have a role to play in this new environment? This presentation argues that whilst Big Data is likely to be transformative for the research industry, it also represents a huge opportunity. Marrying an in- depth knowledge of the consumer to data of unheard of breadth and depth can radically change the way in which we both measure and understand the consumer. The presentation proposes a new framework of thinking and techniques for the industry, turning 'Big Data' into much more powerful and insightful 'Smart Data'.