It Takes Two: Understanding Customers Through Big and Small Data

Leading a focus group discussion virtually is quite similar to an in-person exercise. The terms “Big Data” and “Small Data” have become popular buzzwords over the past five to ten years.

Yet, it’s not always clear what either of these terms means or how they help us better understand our customers. This paper unpacks what each of these buzzwords means and outlines why it is important to use both types of data to really understand your customer.

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