Big Dataopportunities forMarket Research
Q. How   big           is Big Data   ?
Computer Science 101Byte B     100 1Kilobyte   KB103     1,000Megabyte   MB 106    1,000,000Gigabyte   GB 109    1,000,000...
A. Bigger than Shakespeare? t    x 1000 =          x 1000 =          x5= 1B              1 KB              1 MB         5 MB
A. Bigger than your pocket?                         5 MBx 100 =            x2=          x 60 =          500 MB         1 G...
A. Bigger than the known universe?                 60GBx 20 =             x 140 =         1 TB                140TB
A. Bigger than a day at Google?            x 11 =                   x 1.5 =    140TB               1.5PB                  ...
A. Bigger than the sum of humanknowledge?                 20PB/day                  x 250 =   All words ever uttered by th...
A. Bigger than the Internet?   All words ever uttered by the human     race since the beginning of time                   ...
Pause to think…   These were the biggest data sets I could             find statistics for    and both would be good raw m...
There is a simpler answer                     Q. How big is                     Big Data?                     A. Bigger th...
Why now?More activities are digital, creating “dataexhaust”       More sensor devices creating digital data:              ...
Big Data means different things  Scientists:    new frontiers of knowledge  IT industry:   projects > 1 PB  Investors:    ...
Market leaders in commercial Big DataData ownershipData AnalyticsData Storage
Commercial applications for Big DataMicro-segmentation / mass customisation                Predictive propensity modelling...
The Big Data hypothesis for Market Research“The availability of large quantities of consumer data   will allow us to gener...
Big Data sets for Consumer Insight                              Social mediaWeb traffic                             Transa...
And let’s not forget qual and ethnography  Social media  Blogs
A change in research process and mindset                            Data on real world outcomes        Controllable       ...
Transferable Research skills      Understanding client needs      Asking/framing the right questions      Knowing what to ...
And researchers have a grasp of statisticaltechniques used in data analysis         Pattern recognition         Trend anal...
Big Data firms want a piece of our actionGoogle ConsumerSurveysFacebook research             Big Data tells               ...
How can Researchers respond? 1) Find a friendly data scientist 2) Get involved: understand available data sets 3) Talk to ...
Success for Market Research in Big Data =             +               x                   Data          TechnologyResearch...
No-one is doing this well yet:there is an open goal for whoever gets it right
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Big data may 2012

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Big data may 2012

  1. 1. Big Dataopportunities forMarket Research
  2. 2. Q. How big is Big Data ?
  3. 3. Computer Science 101Byte B 100 1Kilobyte KB103 1,000Megabyte MB 106 1,000,000Gigabyte GB 109 1,000,000,000Terabyte TB 1012 1,000,000,000,000Petabyte PB 1015 1,000,000,000,000,000Exabyte EB 1018 1,000,000,000,000,000,000
  4. 4. A. Bigger than Shakespeare? t x 1000 = x 1000 = x5= 1B 1 KB 1 MB 5 MB
  5. 5. A. Bigger than your pocket? 5 MBx 100 = x2= x 60 = 500 MB 1 GB 60 GB
  6. 6. A. Bigger than the known universe? 60GBx 20 = x 140 = 1 TB 140TB
  7. 7. A. Bigger than a day at Google? x 11 = x 1.5 = 140TB 1.5PB 2.5PBx 5-10 = or 13PB/year 20PB/day
  8. 8. A. Bigger than the sum of humanknowledge? 20PB/day x 250 = All words ever uttered by the human race since the beginning of time 5EB
  9. 9. A. Bigger than the Internet? All words ever uttered by the human race since the beginning of time 5EB x 100 = All data to flow across the Internet this year 500EB
  10. 10. Pause to think… These were the biggest data sets I could find statistics for and both would be good raw material for Market Research if we could find a big enough table to put them in
  11. 11. There is a simpler answer Q. How big is Big Data? A. Bigger than we can easily handle (and usually unstructured)
  12. 12. Why now?More activities are digital, creating “dataexhaust” More sensor devices creating digital data: “chips with everything”More connectivity: data can be networked Storage is cheap and getting cheaper
  13. 13. Big Data means different things Scientists: new frontiers of knowledge IT industry: projects > 1 PB Investors: opportunity for growth Commerce: efficiency, decision-making Google: business as usual
  14. 14. Market leaders in commercial Big DataData ownershipData AnalyticsData Storage
  15. 15. Commercial applications for Big DataMicro-segmentation / mass customisation Predictive propensity modellingDigital marketing Pricing optimisationOperational performance improvement ForecastingProduct improvement / development
  16. 16. The Big Data hypothesis for Market Research“The availability of large quantities of consumer data will allow us to generate new and/or lower cost consumer insights through analysis of that data”
  17. 17. Big Data sets for Consumer Insight Social mediaWeb traffic TransactionalGeodemographic&geolocation
  18. 18. And let’s not forget qual and ethnography Social media Blogs
  19. 19. A change in research process and mindset Data on real world outcomes Controllable sample Analytics Statistics Actionable insights Extendable conclusions Hypothesis-led / Fact-led / inductive Deductive
  20. 20. Transferable Research skills Understanding client needs Asking/framing the right questions Knowing what to look for Interpretation Synthesising insights
  21. 21. And researchers have a grasp of statisticaltechniques used in data analysis Pattern recognition Trend analysis Classification Cluster analysis Regression analysis
  22. 22. Big Data firms want a piece of our actionGoogle ConsumerSurveysFacebook research Big Data tells us what, butDunnhumby enteredthe Honomichl 100 not whyNectar are launchingan online panel
  23. 23. How can Researchers respond? 1) Find a friendly data scientist 2) Get involved: understand available data sets 3) Talk to clients: what data? what needs? 4) Get creative: how could the data meet client needs? 5) Experiment (with your friendly data scientist) 6) Complement data with traditional research
  24. 24. Success for Market Research in Big Data = + x Data TechnologyResearcher scientist
  25. 25. No-one is doing this well yet:there is an open goal for whoever gets it right

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