#Big MR - From Big
Data to the Big
Picture… How can we
deliver actionable advice
from data?
Quality at speed is of
course possible, with
necessary knowledge,
budget
and
the
resource.
To begin, with the mammoth
amount of data being thrown
at a market researcher today
- how can information be
derived from this chaos?
Darren Mark Noyce: Very good
question and a great place to
start. Our clients at Skopos
are mostly large brands and
organisations, who are daily
bombarded with more data
and data sources than ever
nowadays,
What
with
the
emergence of internal customer
(behaviour) analytics, website
analytics, social media streams,
plus
the
more
traditional
campaign and market research
trackers, projects, etc. Careful
selection,
control
and
the
triangulation is largely our
philosophy for handling this,
although being adaptable in this
changeable world also helps we
find. With the new large (big)
datasets from internal sources
where this is disparate and too
large to data-mine in one go,
we recommend carefully and
ideally scientifically selecting
(or sampling) the data so it is
relevant and representative, and
in smaller volumes – so it is more
manageable (whilst still being
representative and trustworthy).
Essentially utilising our strengths
as Market Researchers in science
and
data
management
to
co-ordinate the data sources
and analysis for our clients.
Triangulation is our approach
to ensuring the “truth” (or
reality) is seen and understood
from the multiple perspectives
now
possible, whether it be
website user behaviours, social
media posts or market research
feedback. Often these align
quite easily, but sometimes