If there is one thing that behavioural economics has taught us, it’s that none of us is immune from misinterpreting data. Here Colin Strong, Head of Technology Research at GfK, talks about the danger of seeing patterns that might not be there in big data.
Some claim the rise in big data will sound the death toll for surveys. Here James Rohde and Eric Perz argue that although some elements of surveys may become redundant the opportunities big data provides when working in conjunction with surveys outstrips the threat they present.
Welcome to our newest regular commentator, Colin Strong, Managing Director at GfK NOP Business & Technology. Colin will be covering the thunderous growth in big data and what it means for the industry. Here he talks about a more considered view of the opportunities big data presents and a return to human centred approaches in understanding behaviour.
Wim Westera, author of The Digital Turn and professor of digital media at the Open University of the Netherlands, talks about big social media data and the danger of building our insights on quicksand and gossip.
Simon Chadwick talks to Kenn Cukier, the data editor at The Economist about what big data can offer decision makers, who are the big data players today and the types of companies that will be the key players in the future and what this means to market research.