In a world of Big Data and an ever-widening variety of data types, technological tools and infrastructure, while not glamorous, are mission-critical to insights creation and building a data-driven business culture. Microsoft's Market Research team (CMR) will share an innovative solution they developed to capture on-device product feedback that, when linked with terabytes of behavioral data, has generated insights to drive supply chain, product development and customer engagement decisions. This on-device measurement is part of the CMR's larger data management strategy, which brings together telemetry, survey data, and on-device measurement, using modern technologies like Azure, R, Machine Learning, and PowerBI, to generate and share knowledge that drives decision-making across Microsoft.
As market researchers we need to understand and interpret market conditions for corporate decision makers. Our presentation will look at how combining behavioural and perception data deepens this understanding and improves our ability to influence. We explore how technology is enabling new sources of ?big behavioural data?, and the imperative this creates for research organisations ... we must revolutionise the way we work. Our traditional role as farmers who carefully curate and harvest, will transition into our role as miners who explore and synthesise.