When we talk about data today, we almost always talk about big data “ information collected through passive processes in enormous amounts. But big data’s domination also raises a question: does traditional data collection even matter anymore?
Big Data’s Abilities
As the dominant framework, big data is the first place businesses look for insights when they need to make a big decision, and because this type of data collection is ongoing, it allows businesses to accelerate the decision-making process. When a question arises, all they need to do is apply a different set of filters, and the answer is already there, embedded in the vast data stores.
Beyond Big Data
Unfortunately, while big data may provide a large amount of information on a range of activities, it’s significantly different from traditional market research, and it lacks many of those nuances. That’s why, even though they have access to enormous amounts of data, large companies like Facebook and Google still perform traditional market research. Market research can help businesses understand the motivations behind trends seen in big data, enhance their products, and gain insight into where customers‘ self-perception diverges from their behavior.
Ease Of Analysis
It’s easy to ignore market research when you have access to an enormous amount of big data -style information, but one thing that businesses tend to overlook is just how easy it is to perform high-quality market research. Using intuitive SaaS survey tools like DragnSurvey, businesses can not only launch a set of research questions, but also access high-level analytics and reports in real time. Market research may not be automated the way that big data is, but reading it can be simplified
Objectivity Isn’t Everything
One reason that big data is so popular with businesses is that it’s objective. It lets businesses see exactly how many people visit their websites, when, how long they stay on site, and other concrete pieces of information. But when it comes to customer interaction and perceptions, objectivity isn’t everything. Businesses can’t understand why users and customers behave a certain way using objective data. Rather, they need to survey users to access their motivations. Anything else is speculation.
Creating Context
Ultimately, traditional data collection such as market research remains relevant because they provide reference for less intimate information. Big data, after all, is an aggregation; in most cases, businesses have little information about how any individual client behaves. But for every action, customers have a justification, and that context can explain everything from outliers to average users. And, importantly, average users may appear similar on the surface, but their motivations may actually be very different, placing them in two distinctive streams.
No matter your niche, your company needs to tune into individual customers, not just the big picture, so don’t let the fact that big data is convenient, fast, and flexible lead you to ignore basic survey practices. Convenience is a powerful force, but it will keep you from maximizing your customer engagement and even damage the depth of your relationships. After all, customers don’t see your background data collection, but when you ask them what they think, that builds a connection that lasts longer than any advertisement’s sway.
