Editor's note: This webinar has now aired. Watch the recording for free in our resources centre.
Big Data provides one of the largest opportunities of the modern age. By definition it is data that is too large to be analysed by any human means. It can uncover trends in consumer behaviour and purchasing patterns that would have previously been ignored. But more than this, Big Data is a predictive tool. Algorithms search past data to build models for the future, testing and refining for a more precise forecast.
But numbers can only tell us so much. They can explain what consumers are doing, but not why this behaviour is occurring. Understanding why actions occur is vital to digging deeper and making wider changes that appeal to consumer attitudes, opinions and emotion. This is insight that can only be learnt from painting a complete picture of your customers. Seeing life through their lens and wrestling with viewpoints that are not our own is one of the fundamental challenges of business.
To do this, Big Data alone is not enough. Qualitative research must be strategically integrated into the data analysis process to support findings with meaning and context. We aim to outline our process for blending these two disparate techniques throughout the course of this session. We will be showing you how to benefit from the benefits of rich, human-centric data based decision making.
The goal? To provide decision makers with options supported by both statistical fact and opinion from those who matter most- your customers.
Throughout the session you will hear from Paul Hudson (CEO of FlexMR) & Dorota Rewinska (Insight Manager). With a background in statistical analysis, Dorota understands the importance and impact of accurate data. Paul, hails from a background in qualitative research, placing him perfectly to comment on the changes that Big Data has made to the research industry.
Having worked with across a range of qualitative and quantitative research projects, Paul and Dorota have a wealth of research experience. Across their careers, both of our experts have charted the rise to prominence Big Data analytics has enjoyed, whilst seeking new ways to integrate human centric insights into data based decision making.
During the course of the 45 minute webinar, our experts will explain the role both Big Data and market research play in aiding the decision making process. They will focus on five key areas: why a combined approach to insight generation is best, how to encourage inter-departmental collaboration, where to establish lines of responsibility, how to make the most out of the technology and how to present data based stories.
We will examine the full spectrum of data collection, analysis, market research and presentation practises. By the end of the session you’ll know how to extract human-centric stories from Big Data, using research led techniques. The final 15 minutes will be dedicated to answering your questions, giving you a chance to ask our experts about the topics most important to you.
Access the free webinar recording in our resources centre. Or, find out more about our diverse range of research tools.