The document discusses the relationship between big data, market research, and information goods, emphasizing that the abundance of information leads to a scarcity of attention. It outlines how tracking technologies can enhance consumer research through segmented advertisements and the importance of integrating market research into the information goods production chain. The author argues for the integration of implicit and explicit data through collaborations with content providers and advancements in technology.

1. Big Data, Market Research and
Information Goods
Marcelo Coutinho
Fundação Getúlio Vargas / Terra
Brazil
marcelo.coutinho@post.harvard.edu @mcoutinho

4. “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

5. 3

11. Tracking technologies allow us not only show segmented ads,
but segmented invitations for consumer research

15. “Information goods are
anything that can be
digitized (books, movies,
journals, telephone
conversations, photos, etc).
They can be edited, bought,
shared, rented or loaned”
Hal Varian

16. Newsweek,
27/02/1995:
“The truth is no online
database will replace
your daily newspaper,
no CD-ROM can take
the place of a teacher
and no computer
network will change
the way government
works"

17. Market Research will remain relevant if integrates
itself in the “information goods production chain”, as
more sensors capture consumer behavior
• Software + Hardware + New Methodologies =
integration of implicit data (behavior) and explicit data
(opinions)
• Partnerships with content providers
• Human Resources

18. Big Data, Market Research and
Information Goods
Marcelo Coutinho
Fundação Getúlio Vargas / Terra
Brazil
marcelo.coutinho@post.harvard.edu @mcoutinho