An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
Ah, big data. It’s hyped as the panacea for everything from identifying new market opportunities to personalising one-to-one conversations with your customers and supercharging your social media program. The problem? Most companies do not use their small data well across many functions, including marketing.