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by Colin Strong, Managing Director, GfK Business & Technology, UK
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© GfK 2013
THE CROWS NEST@COLINSTRONG
© GfK 2013
© GfK 2013
Just how big is Big Data?:
© GfK 2013
[There is a] widespread belief that large data sets offer a higher form of intelligence and knowledge that can generate insights that were previously impossible, with the aura of truth, objectivity, and accuracy’
© GfK 2013
As our lives are increasingly datafied then do we need research any more?
© GfK 2013
Does more data = more findings?
© GfK 2013
So how about our judgement?
© GfK 2013
So how about our judgement?
Just how good are we at seeing patterns?
© GfK 2013
Fallacy patterns:
© GfK 2013
“It is questionable whether any computer will be able to capture the subtlety and personalisation that real human beings demonstrate across social contexts. Simply finding correlations is often not enough, an understanding of the context, the category and consumer behaviour is needed to make sense of the correlations within the data”.
© GfK 2013
#1: Qualitative researchers as guardians of the consumer context
© GfK 2013
The rise of reductionism
© GfK 2013
Alternative metaphors for the brain
© GfK 2013
Just who are data scientists?
© GfK 2013
It’s the qualitative….researcher’s job to investigate the things for which there are no easy measurements. They are the only instrument out there for measuring human responses to a product in a human way, something that
numbers can’t do. At least not yet.
© GfK 2013
#2: Qualitative researchers as guardians of complexity
© GfK 2013
Explanationvs
prediction
© GfK 2013
Explanationvs
predictionAre you ready for the fight?
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