WHY QUALITATIVE RESEARCH IS NECESSARY TO ADD MEANING TO BIG DATA

eBook Download

L&E is pleased to announce the release of our newest eBook, Why Qual is Necessary to Add Meaning to Big Data. 

With the sheer volume of social media and mobile data streaming in daily, businesses expect to use Big Data to aggregate all of this data, extract information from it, and identify value to clients and consumers. The potential value for brands using these data assets is huge, but the opportunity of Big Data is also its challenge. We are drowning in data. And tweets, posts and video are not the structured data that fits well into relational databases for traditional querying. As a result, Big Data requires new ways of thinking about how to store and analyze information to extract insights, and turn those insights into actionable decisions.

The market research industry, especially qualitative research, has a key role to play in unlocking the value of Big Data, because when it comes to understanding consumers, market researchers are hard to beat. This is not about market researchers simply adding the ‘why’ to the ‘what’ of Big Data. There are much bigger roles for market researchers to play when it comes to Big Data....

Download the eBook now by filling out the form to the right.