In a World of Ever Increasing Data, Can Research Ever Really be Smart?


To get a true, 360 degree of what’s being said about a business or product, the scale of data that now has to be managed is a daunting prospect for any organization. We are, of course, talking about social media. All of it.

Approaches to collecting and organizing this ‘big data’ vary widely, and there is no single, one-stop solution for effectively managing it all and sifting useful data from the collective big data noise.

So, the first step on the path to smart research is to understand what big data is really needed for and how it can be applied to the specific requirements of the project(s) in question. There are some key questions that businesses can ask to achieve this understanding, rather than diving headlong into gathering endless amounts of – potentially irrelevant – data.

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