Big Data, Market Research and Information Goods

Marcelo Coutinho

Fundação Getúlio Vargas / Terra

Brazil

marcelo.coutinho@post.harvard.edu @mcoutinho

“In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention”.

Herbert Simon, 1971

3

Tracking technologies allow us not only show segmented ads, but segmented invitations for consumer research

“Information goods are anything that can be digitized (books, movies, journals, telephone conversations, photos, etc). They can be edited, bought, shared, rented or loaned”

Hal Varian

Newsweek, 27/02/1995:

“The truth is no online database will replace your daily newspaper, no CD-ROM can take the place of a teacher and no computer network will change the way government works"

Market Research will remain relevant if integrates itself in the “information goods production chain”, as more sensors capture consumer behavior

• Software + Hardware + New Methodologies = integration of implicit data (behavior) and explicit data (opinions)

• Partnerships with content providers

• Human Resources

Big Data, Market Research and Information Goods

Marcelo Coutinho

Fundação Getúlio Vargas / Terra

Brazil

marcelo.coutinho@post.harvard.edu @mcoutinho