A summary of key takeaways from the NY Quirk’s Event which includes thoughts on the adoption and use of machine learning, VR and big data in marketing research.

Big Data raises a number of interesting issues for the researcher. One of them is the position or value of theories and hypotheses. Marketers increasingly wish to immerse themselves in the experiences of their consumers. With Big Data and predictive analytics, we have the prospect of being able to identify associations within the behaviors of all our customers and potential customers.