‘Small’ data can become ‘Big Data’


This article is so true as it is exactly what we experience today because we did qualitative Research differently over the last 30+ years:  In our ‘qualitative’ Research focusing on concept/product sensorial perceptions we collected systematically consumer words about their experiences.   Now our ‘Small’ data turned into highly unique  ‘Big data’ i.e. a databank which is the foundation of  a lot of applications e.g. text analytics and – which is even more important – accessing consumers’ emotion via our proprietary use of the sensorial lens …

We  now can increase the value of  ‘quantitative’ Research applying our learnings to Big data. PLUS  we can offer a quick and efficient turnaround for ‘qualitative’ or better ‘Small Data’ projects. More information? Please  get in touch