The important question isn’t who owns the data. Ultimately, we all do. A better question is, who owns the means of analysis? Because that’s how, as [Stewart] Brand suggests, you get the right information in the right place. The digital divide isn’t about who owns data — it’s about who can put that data to work.Everyone is jumping on the Big Data bandwagon... everyone except market researchers. I hear the odd whisper, but overall MR's response has been lukewarm at best. Why? This might be the best thing to come along for MR since the question mark; embrace it with open arms.
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Often the function within big companies that takes this on is not part of the market research "function". Sophisticated data modeling is often done in "marketing analysis" and "customer data management/CRM" groups so the researchers are not that in tune with it. You would think they are but in my experience they are not. Plus the qual folks just don't understand this stuff at all.
@Anonymous, you are completely correct. So why post your comment anonymously?
I wouldn't say "everyone but market researchers" actually. I'm hearing the same stories around journalists. (Who are, in a sense, data-analysts as well, they make a story out of the data/news they're getting in)
Perhaps this is a sign this is a worrying development, if you're a market researcher. Journalism has had it's fair share in being pummelled by the huge amount of data being available now and others (bloggers, etc) taking care of translating it into a story, just because they didn't seem to know how to act.
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I like your ideas anonymous, I am agree with you.
Your comments about MR and Big Data are appropriate. My career is in marketing analytics and started in marketing research. I and most of my colleagues no longer consider ourselves part of MR. MR's contribution to analytics seems to be a 20 year debate on the intricacies of conjoint analysis and nothing else. Very sad.
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