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Insights: big data

Why Qual Research is Making a Comeback (and Encroaching on Quant Territory)

Qualitative research has long played second fiddle to quantitative studies. However, that's beginning to change. More researchers are turning away from massive surveys and are embracing the power of actual conversations.

Jack Pratten

Smart-Size Big Data to Get Better Answers Faster

The promise of Big Data is exhilarating, but practical burdens (logistical and analytical) are equally daunting. Once we cut Big Data down to size, however, it becomes possible to make effective use of it, directing efforts towards extraction of insight.

Michael Kelly

A Fusion of Thick and Thin Data

ESOMAR will host a conference to explore the latest thinking in qualitative and the latest thinking in big data.

Finn Raben

Market Research – A Key Enabler of Digital Transformation

As we venture deeper into the age of digital transformation, there are obvious ways market research can become a key enabler of guiding and accessing the implementation of new digital programs.

Ajith Sankaran

How Big Data and AI Are Driving Business Innovation

Big data and AI have been integrated into many business applications, including some in MR.

Ralf Llanasas

Data Translators – The Must Have Role for the Future

Fusing sophisticated predictive analytics capabilities with marketing research story-telling mastery to offer cogent and compelling conclusions.

Michael Lieberman

Upstream Personalization & Optimization for Product & Communication Resonance

Leveraging big data for increased personalization to increase business value.

Renee Smith

Artificial Intelligence and the Future of Marketing Analytics

New software developments have the potential to facilitate things such as campaign analytics and driver analysis of panel data, cutting time and effort required dramatically.

Michael Wolfe

Researchers Should Be Aware of the Problems With Observational Data

Observational data is a tempting shortcut for insights but researchers must consider its potential shortfalls.

Ray Poynter