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Research papers

Beyond Big Data

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...

Catalogue: 3D Digital Dimensions 2013: (Online + Social Media + Mobile) Research
Author: Colin Strong
Company: GfK
June 23, 2013
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Citation

Strong, C. (2013a, June 23). Beyond Big Data. ANA - ESOMAR. Retrieved June 15, 2024, from


https://ana.esomar.org/documents/beyond-big-data


Research papers

Data mining for brand building

This paper demonstrates the potential power of data mining modem single-source consumer databases. The use of a database containing information collected from young people in several European countries to provide much of the insight usually obtained...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Rosemary Ford, Adam Phillips, Andrea Mezzasalma
Company: GfK
September 1, 1998
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Citation

Ford, Phillips and Mezzasalma (1998a, September 01). Data mining for brand building. ANA - ESOMAR. Retrieved June 15, 2024, from


https://ana.esomar.org/documents/data-mining-for-brand-building