BIG DATA TO CONSUMER INSIGHTS

BIG DATA is transforming the way to segment the consumer, occupying an important place in the manner to collect their motivational interests.(drivers)

The traditional techniques to collect data such as quantative and qualitative methods will not be totally substituted by BIG DATA, but the behavior that is specific to the new generations of consumers is a mirror of the digital world today.

Examples of innovative enterprises which apply BIG DATA in consumer insights are NETFLIX, SPOTFY and Ifood. They capture with precision the new specifics of the DIGITAL CONSUMER through Algorithms. The use of BIG DATA allows these companies in their day to day activities to offer quickly and at the right moment music and films to the customer´s tastes. It is possible to add even many more factors which allow us to understand the behavior of the consumer by segment with ever greater precision; retail trade has been leader in this initiative. The traditional method of determining segments through age, class and gender for example is being substituted by more up to date analyses of the types of consumers. This allows the retail trade to create more specific segments. These are usually based on habits and behavior of a small number of consumers.

When the data is made available , Tanalytics allows that through the use of BIG DATA data from on-line and off-line sources be combined.

A consumer image in order to understand the purchasing drivers ( motivational interests).
Another example of a company that uses BIG DATA for consumer insights is TRANSLATEMEDIA, more information can be acquired in https://www.translatemedia.com/us/blog-usa/extreme-segmentation-big-data-transforming-retail/