#Bigdata and the priorities 2012-2014 of Marketing Science Institute

“Priority 1: Insight into People in Their Roles as Consumers. The 2012–2014 Research Priorities call for research in any of the following three distinct subtopics: new methods, new data sources, and new theories. Many MSI members are questioning traditional methods of insight generation, such as surveys and focus groups, and traditional frameworks for thinking about consumption. Long-form surveys are hard to reconcile with today’s modes of communication. The climate is ripe for innovation in the gathering and construction of insights into why people buy and use products and services. With respect to methods, our members want to see evidence of the validity of the application of advanced technologies to generate consumer insights, such as mobile devices used for geopolling, social media monitoring, online or in-store tracking of behavior, and technologies as yet unexplored (for example, augmented reality). With respect to data sources, we are particularly interested to see research on the rapid generation of consumer and business insights from large, relatively unstructured data. With respect to theory, we would like to see applications to consumption, at scale and with evidence of validity, of frontier theories in the social sciences, for example, those from psychology, sociology, and anthropology, but also from less frequently applied disciplines such as linguistics and neuroscience. However, we caution researchers to avoid fragmentary laboratory results, unless there is reason to think that the insights will hold up in the marketplace” (from Marketing Science).


Published by

Cosimo Accoto

Research Affiliate at MIT | Author "Il Mondo Ex Machina" (Egea) | Philosopher-in-Residence | Business Innovation Advisor | www.cosimoaccoto.com

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