Market research experts needed more than ever in big data era
We all know that data scientists are in high demand. In fact, Amazon says that job opportunities for these experts have grown by 505% over the last 5 years. With the Internet of things producing more data than ever before, it’s easy to see why all organisations want people who can make sense of big data to drive them to success. But what does this mean for market researchers? Can data science really replace them all together?
Last week raconteur.net discussed this very question, with input from various experts in the field. Aidan Slingsby, director of City, University of London’s MSc in data science, discusses how data science can be “an exceptionally useful tool for market research professionals”.
However, he also adds that market researchers are still essential in understanding the context of the information provided by data scientists, and to interpret the ‘what’ from the ‘why’. Ben Page, chief executive of Ipsos MORI goes on to explain how observational research is still essential, using a real-life study conducted for a global pet food manufacturer as a case in point.
The conclusions drawn here is that data science and market research should work hand in hand to deliver clearer and more granular insights that ever before. You can read the full article here:
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