Beyond Big Data

Date of publication: June 23, 2013

Company: GfK

Author: Colin Strong


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'.

  • PDF
  • This could also be of interest