Resumen de The big opportunity in Big Data

Colin Strong

• This Viewpoint describes the new opportunity for market researchers provided by the data trails that track our lives and behaviour with increasing levels of granularity and precision. Recent studies have suggested that presently brands aren't realising the potential of this data and are often failing to get a return on their investments. Big Data should be studied to derive an understanding about consumers' psychology; relatively simple pieces of data can reveal deep truths about who people are. The challenge of data is actually resulting in a return to the heritage of market research as a key gateway between academia and industry. Market research has, for a long time, relied heavily on consumers self-reporting their needs, attitudes and emotions; data has the potential to bypass the biases of self-reporting to derive new insights and radically change our understanding of human behaviour.