Big data has been likened to teenage sex. But is it true that nobody really knows how to do it? Horst Feldhaeuser offers four tips for market researchers on how to use that mountain of data to make faster and smarter business decisions.

1. FIND THE MELODY
AMONGST THE
NOISE
4 TIPS FOR MARKET RESEARCHERS
HORST FELDHAEUSER
GROUP CLIENT DIRECTOR
INFOTOOLS

2. “
COMPANIES ARE
SITTING ON A
MOUNTAIN OF
DATA FROM WHICH
THEY HAVE TO
MAKE FASTER AND
SMARTER
BUSINESS
DECISIONS.
HORST FELDHAEUSER
GROUP CLIENT DIRECTOR
INFOTOOLS

3. TIP #1
Understand your business
needs across multiple
stakeholders
3

4. DIFFERENT STAKEHOLDERS HAVE
DIFFERENT NEEDS
4
… want a visually appealing
macro view
Your
C-SUITE
Your
BRAND MANAGERS
Your
DATA NINJAS
… want a macro view, plus
specific detailed info
… want to cross tab everything by
everything to deep dive and
answer specific questions.

5. TIP #2
Decide how and when data
will be updated
5

6. VARIOUS DATA SOURCES UPDATE AT
DIFFERENT TIMES
6
… SO KEEP USERS ENGAGED
WITH DATA SELECTION TOOLS THAT
UPDATE AUTOMATICALLY AND SEND
REAL-TIME NOTIFICATIONS.
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7. TIP #3
Analyse, visualise, share
7

8. UNLOCK YOUR RESEARCH
8
STORIES
AND
INSIGHTS
BEHIND
THE DATA
ANALYSE your data
+
SAVE your views
+
EXPORT and share
+
UPDATE automatically
=

9. TIP #4
Create a data- and
consumer-centric culture
9

10. EMPOWER YOUR PEOPLE TO LOVE
THE DATA
10
Give the RIGHT people
CONSTANT access
to the RIGHT data.
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11. ‘Every piece of data you
collect is valuable.
Really valuable. But finding the information you
need quickly, can be hard. At Infotools we make
the whole process easier by giving you control
over your data.’
Patricio Pagani
Director, Infotools
11

12. ADD YOUR OWN TIPS BY
POSTING A COMMENT
CONNECT WITH HORST
ON LINKEDIN
HORST FELDHAEUSER
GROUP CLIENT DIRECTOR
INFOTOOLS.COM/PEOPLE/HORST-FELDHAEUSER