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Rochus Winkler on the challenges of Big Data

The transparent consumer seems almost within reach, as they very kindly (thanks to modern technology) supply information about their preferences free of charge. Given this situation and the massive quantities of data available, market researchers feel pressure to justify themselves, and worry about losing out to the machines and relinquishing their interpretational sovereignty.

Click here for the full article in planung&analyse (in German).

 

2017-06-30T09:57:46+02:00Trends (en)|

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