Can a grass roots approach to marketing research provide better insights than big data? The big data approach to market research can be seen as:
- In some instances unethical
- Expensive; and
- Resulting in large amounts of data, but not necessarily big insights
According to Bhasin (2011) grass roots marketing research can be very powerful and relies on strong customer relationships. Further, there are a number of benefits to a grass roots approach including:
- Avoiding extensive media clutter
- Focusing on what’s relevant; and
- Direct engagement with your customer
Interestingly, Archibald, Murphy and Powers (2015) identify the number one trend in market research to be a ‘Transition to Insights’ as more and more people require actual insights from market research data rather than simply the data itself. Not only are marketers wanting access to insights instead of raw data there is an expectation that these insights will translate to improved decision making capability of the business (Archibald, Murphy and Powers, 2015).
So if the demand is for better insights:
- Is there are place for both big data and grass roots style market research?
- How can we provide better insights from each of these approaches?