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Research papers

Goodbye Big Data, hello big stories

For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through...

Catalogue: Global Qualitative 2014: Research Renaissance
Author: Martin Lee
Company: Acacia Avenue
November 18, 2014
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Citation

Lee, M. (2014a, November 18). Goodbye Big Data, hello big stories. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/goodbye-big-data-hello-big-stories-8366


Research papers

Insights

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut...

Catalogue: Consumer Insights 2007
Authors: Wendy Gordon, Nitasha Kapoor
Company: Acacia Avenue
June 15, 2007
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Citation

Gordon and Kapoor (2007a, June 15). Insights. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/insights-