Market Research meets Programmatic Media. Using the convergence between Marketing and Tech to develop new methodologies. Presented at Esomar Latin America Conference in Sao Paulo, April 2015.

1. Big Data, Market Research and
Competitive Advantage
Esomar Latin America
04/28/2015
marcelo.coutinho@post.harvard.edu @mcoutinho

3. Market Research Paradigms

5. Now
Soon

6. “In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is that information
consumes. What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information creates
a poverty of attention”.
Herbert Simon, 1971

8. 3

17. Content
Sharing
Context
Personal

20. Source: Simbiose/Data Rockstars

21. Data collection?
Sampling ?
Report and Analysis ?
Impact of consumer’s behavior and
attitude on client business and strategy

22. “Data” don’t buy. People do
Market Research = Big Data Catalyst

23. “Big Data” Assets Market Research
Assets

25. Big Data, Market Research and
Competitive Advantage
Esomar Latin America
04/28/2015
@mcoutinhomarcelo.coutinho@post.harvard.edu