Marianne Eisenmann
Marianne Eisenmann Research & Analytics

Now that big data is king, is market research going to become a thing of the past?

Hardly. Market research is more important than ever. Big data requires the tools of market research to extract insights. Data, big or small, is just information. It needs to be translated into intelligence which can guide business decisions and communications strategy. Just because you have a lot of data doesn’t mean you automatically have actionable insights. There are lots of other ingredients, human ingredients, such as subject matter knowledge and critical thinking, which are needed to get meaningful answers from data. The combination of market research tools and the skilled professionals, who ask the right questions, is what will ultimately lead to a business win with big data. Without a strategic approach and commitment to market research, big data is just hyperbole.


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