Podcast Ep. 16 - Big Data vs. Thick Data: Adding Depth to the Path-to-Purchase - PRS IN VIVO - A BVA GROUP COMPANY

Podcast Ep. 16 – Big Data vs. Thick Data: Adding Depth to the Path-to-Purchase

When it comes to decoding the Omni Channel shopper journey, many companies look to "big" data as the sole vehicle to analyze and understand consumer behavior.  "Big" data may reveal some of the factors that influence how consumers reached and ultimately purchased certain products, but this doesn’t bring to life how consumers feel; it only shows what they do… not why they choose what they do. The marriage of "big" and “thick” data, the qualitative analysis of consumer behavior, brings depth and greater insight to the Omni Channel Path-to-Purchase. But what exactly does that mean?

Listen to Insights Analyst, Behavioral Qualitative Alim Barnes-Gaskins as he breaks down the characteristics of and benefits to combining “big” data and “thick” data, their individual and joint roles in Omni Channel research, and how they surprisingly relate to those last X-rays you got at the dentist…

Podcast hosted by VP, Innovation Product Lead, Ruben Nazario.