Big Data, Market Research and Competitive Advantage

Esomar Latin America

04/28/2015

marcelo.coutinho@post.harvard.edu @mcoutinho

Market Research Paradigms

Now

Soon

“In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention”.

Herbert Simon, 1971

3

Content

Sharing

Context

Personal

Source: Simbiose/Data Rockstars

Data collection?

Sampling ?

Report and Analysis ?

Impact of consumer’s behavior and attitude on client business and strategy

“Data” don’t buy. People do Market Research = Big Data Catalyst

“Big Data” Assets Market Research Assets

Big Data, Market Research and Competitive Advantage

Esomar Latin America

04/28/2015

@mcoutinho marcelo.coutinho@post.harvard.edu