Abstract:

The biggest question of the content industry sounds really simple: what do we need to produce so people will pay for it? But if it would be this easy then the industry would not be in a permanent state of crisis. G+J - one of largest publishing conglomerates - was looking for a new solution. Our qualified solution was selected by G+J as it combines the best of both worlds: gather insights from thousands of organic conversations taking place across the open web & leverage the expertise of qualitative innovation methods to develop actionable business solution for the client. The paper will focus on the tangible, insight-driven, interfacing between the new (BIG Data) and the traditional methods (Qualitative Research) and prove that the combination is more than the sum of its parts.