Is Big Data The End Of Market Research?

A few weeks back, I read a great blog from Edward Appleton, a European Consumer Insights Manager at a major Multinational company based in Munich, Germany.  In the article, he lays out the case that Researchers should not worry about losing out to those doing big data and analytics.

Before we get into my thoughts of this, lets get some definitions.  According to Wikipedia, “big data is is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools.”  It usually includes data sets with sizes beyond the ability of commonly-used software tools to capture, curate, manage, and process the data within a tolerable elapsed time.  Right now, the amount of actual data can range from few dozen terabytes (1000 gigabytes) to many petabytes (1,000 terabytes) of data in a single data set.

Now back to my thoughts…
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