Using the crowd for big data analysis
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Are we missing the boat?
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Using the crowd for big data analysis, presented by Sophie Van Neck at the BAQMaR & MOA Big data, great insights event on March 6, 2013 in Antwerpen (BE). An often heard statement about big data is that the market research industry is missing the boat. However, we believe that there is a crucial role for researchers: we are the gateway to the consumer! We will illustrate that crowd sourcing with consumers can help to interpret and add additional insights to data.
Transcript of Using the crowd for big data analysis
Are we missing
the boat?
Looking for the insight…
The absence of…
A big data approach
mall
Arad, Lugoj
Exhibition For rent
Really hot today
Great, parking space
15 lei please
Last night…
Another espresso
We are going to the mountains
A big data approach
Car
Car
Car Car
Car
Car
Car
Car
Car
Car
Car Car
taxi taxi
A big data approach
Car
Car
Car Car
Car
Car
Car
Car
Car
Car
Car Car
taxi taxi Show car
A big data approach
Car
Car
Car Car
Car
Car
Car
Car
Car
Car
Car Car
taxi taxi Show car
Grass
Grass
Tree
Tree Tree
Tree
Tree
Tree
Tree
Tree
Tree
Tree
Tree Tree
Tree Tree
Tree
Tree Tree
Tree
Tree
Tree
Tree Tree
Tree Tree Tree
Tree
grass
Tree
grass
Grass
A big data approach
Car
Car
Car Car
Car
Car
Car
Car
Car
Car
Car Car
taxi taxi Show car
Grass
Grass
Tree
Tree Tree
Tree
Tree
Tree
Tree
Tree
Tree
Tree
Tree Tree
Tree Tree
Tree
Tree Tree
Tree
Tree
Tree
Tree Tree
Tree Tree Tree
Tree
grass
Tree
grass
Grass
Tower block
Tower block Tower block
Tower block
Tower block Tower block
A big data approach
Bastion
Cafe de paris
Papillon
A big data approach
A big data approach
Bastion
Cafe de paris
Papillon
Car
Car
Car Car
Car
Car
Car
Car
Car
Car
Car Car
taxi taxi Show car
Grass
Grass
Tree
Tree Tree
Tree
Tree
Tree
Tree
Tree
Tree
Tree Tree
Tree Tree
Tree
Tree Tree
Tree
Tree
Tree
Tree Tree
Tree Tree Tree
Tree
grass
Tree
grass
grass
Tower block
Tower block Tower block
Tower block
Tower block Tower block
Tree mall
Arad, Lugoj
Exhibition For rent
Really hot today
Great, parking space
15 lei please
Last night…
Another expresso
We are going to the mountains Communism
A green environment
Traffic - many cars
driven by men
Fancy places for a drink
The most powerful tool…
The human mind
Role of the researcher
Insight
Interpretation
Meaningful observations
Getting your data
Where should we really focus?
Connect with consumers
Connecting data
Finding insights?
Crowd interpretation is the analysis of research data by a group of
consumers in order to obtain richer, more accurate interpretation of
data that leads to insights.
Insightment community
My transfer
Observation
Interpretation
Evaluation
20-40% added value
Big data?
What are the most important topics?
There is a lot of buzz around biking in Antwerp. We
want to detect if and why biking is cool in here…
Health
DIY
classics
outfit
Tube green
Work
Infrastructure
Evidence based conclusions Endorse & Discuss
Are consumers the
researchers of the future?
205 different conclusions
12 pieces of evidence
1 week
>200 sources
Dominant themes
Tactical advice
Competitive field
Are consumers the
researchers of the future?
Consumers to the rescue
The value is in the insight
Trigger Change
www.insites-consulting.com
Sophie Van Neck Senior Research Manager
@sophievanneck
be.linkedin.com/in/sophievanneck
+32 472 41 86 40
New York I Timisoara I London I Rotterdam I Ghent
Thank you!
