There has long been a disconnect between research and analytics – when research doesn’t tie back to hard metrics, there is a perception that it is somehow wrong. But to me, this information is a critical counterpoint to behavioural data. Data science has long been able to tell us the what, when and how things happen – and that information is getting wider, more granular and a lot more interesting. But we’ve never known the why. We can often infer, but we don’t know until we ask – which is the power that market research brings.
Thankfully, that trend has been changing over recent years as data scientists and analysts embrace more diverse data sources (research included) and I think there is a genuine opportunity to bring these disciplines even closer together to better understand customer emotion, motivation and action in a holistic solution.
Which brings me in a full circle. Working with Walnut
is scratching my itch by bringing together the what and the why. And it is leading to some exciting propositions and products – hybrid segmentations
to name just one. Identifying the reasons and opportunities between behavioural data and research data has led us to our perceived-reality solution and there is plenty more to come. It’s been a great journey – long may it continue.