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© GfK 2013 THE CROWS NEST @COLINSTRONG © GfK 2013

Sitting in the crows nest: A vision of qualitative research in the era of big data

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by Colin Strong, Managing Director, GfK Business & Technology, UK

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Page 1: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

THE CROWS NEST@COLINSTRONG

© GfK 2013

Page 2: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Just how big is Big Data?:

Page 3: Sitting in the crows nest: A vision of qualitative research in the era of 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’

Page 4: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

As our lives are increasingly datafied then do we need research any more?

Page 5: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Does more data = more findings?

Page 6: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

So how about our judgement?

Page 7: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

So how about our judgement?

Just how good are we at seeing patterns?

Page 8: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Fallacy patterns:

Page 9: Sitting in the crows nest: A vision of qualitative research in the era of big data

© 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”.

Page 10: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

#1: Qualitative researchers as guardians of the consumer context

Page 11: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

The rise of reductionism

Page 12: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Alternative metaphors for the brain

Page 13: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Just who are data scientists?

Page 14: Sitting in the crows nest: A vision of qualitative research in the era of big data

© 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.

Page 15: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

#2: Qualitative researchers as guardians of complexity

Page 16: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Explanationvs

prediction

Page 17: Sitting in the crows nest: A vision of qualitative research in the era of big data

© GfK 2013

Explanationvs

predictionAre you ready for the fight?

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