Abstract:

Digital technology allows the collection, storage and analysis of vast volumes of data about consumer behavior in near real time. This is not a substitute for market research, but poses a threat to organizations that simply do "more of the same." The integration between Market Research and "Big Data" is one of the biggest opportunities for MR companies to leverage their strategic role with customers after the rise of consulting firms in the last decades. How clients are using data collection tools to leverage their understanding about the consumer journey? How tech companies and data providers are working together in order to provide a better picture of consumption trends? What will be the role of MR in the "information goods" value chain?