Big data is growing more and more valuable as the companies that make wise use of it are enhancing the experiences of their customers while simultaneously improving their business processes and optimizing their marketing efforts. However, while big data has the potential to provide big benefits, it does not give a fully comprehensive view of customers with insight on their motivations, future intentions, or competitive perceptions. To make big data truly actionable, companies must fill in these contextual gaps, making traditional market research its perfect complement. As GfK’s David Krajicek wrote in the AMA’s Marketing Insights, “without a window to customer motivation or method, we really cannot turn data into action.”
Together, the pair of big data and market research can do the following:
Big data and market research offer different pieces of the puzzle. Combining them can give your organization a more comprehensive view of the customer and their behavior, attitude, and motivations. Integrating larger-scale big data with smaller-scale contextual market research data will yield greater insights for your brand and help to drive strategy in the right direction.
Leeza Slessareva is the Vice President of Consulting at GfK. She can be reached at Leeza.Slessareva@gfk.com.
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