Big Data vs. Traditional Research - The Dendrocast

Many agencies are wrestling with a question: how effective is the research we’re doing in the communications industry? With the rise of Big Data, more marketers are turning to predictive data based on our patterns of digital behaviors. Why ask consumers what they might do when you can predict what they will do based on search habits or the content they click on? What does it mean for the future of market research firms and how agencies use them? Today’s show will explore these questions with two research experts who themselves are trying to reconfigure their own business model to keep up with Big Data’s capabilities. Su Embree and Adam Davis of DHM Research are working to figure out how communications agencies can get better information to shape client narratives and influence consumer behaviors.
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