Tagged 'market research industry'

Are you on a first-name basis with your consumer research data?

Posted by David Mazva on November 12th, 2012 at 4:03 pm

I remember coming across a concept in an article I read back when I was 16 - and it has stayed with me. At the time, I just thought it was a cool ‘nugget of information’. Little did I know it would later apply to my life by relating to my chosen career in working with consumer research data.
The concept?
‘Information is knowing who Cindy Crawford is, but knowledge is knowing Cindy Crawford’s phone number.’
Of course my take on this as a pimpled teen has evolved, and now serves as a pause for reflection as I think about data and the market research industry.

Has the difference between information and knowledge changed?
As times have changed and with progress speeding along our technological highways, the question still remains, albeit in a different form. In our quest to turn information into knowledge, search engines often seem to know what information we’re looking for before we’re even sure of that fact ourselves.
And the landscape becomes even more interesting when social media platforms like Facebook indirectly become a competitor to search engine giants, as some folks take back the reigns when it comes to finding information and gaining insight.

What is information?
Simply stated in terms... Read more