Marktforschung für die Smart Data World

The methods and tasks of market research seem to be constantly changing, updating and adapting to market needs with the aim of achieving one thing: a systemic view of people, data and things. People move around on the web, use different things, are data-driven and generate more data than ever before as buyers, users or interested parties. The brilliance of the idea of using big data analytics and artificial intelligence to convert this cornucopia of data into useful information and valuable knowledge in a flawlessly automated way is becoming increasingly tarnished, because what is missing from this view is the human being. All the more the expertise of market researchers is needed, which is extended by the knowledge of experts on blockchain algorithms, gamification, etc.&nbsp, Likewise, it is necessary to rethink the guard rails that modern ethics must set as rules of the commercial process.Companies need knowledge about preferences, decision-making processes and behaviour in order to generate usable insights. What is new is the diversity of places where consumers and citizens gather information, contribute to content and move around. Capturing this diversity and making it accessible for analysis is the endeavour of modern market research; in addition to all the classic instruments, it uses new methods and procedures &ndash, from beacons &ndash to passive tracking &ndash.from beacons to passive tracking methods to artificial intelligence &ndash, everything that contributes to turning data into smart data that tells the story of people in their various roles and contexts. Market research is thus becoming as digital as society is. The aim of this book is to describe the path and the processes that lead to relevant insights and to show the possibilities, opportunities, limitations and restrictions. In connection with this, the authors also explore the question of what the future skills of the profession must look like in order to understand the history of data and to turn data into valuable information.