Getting to insight: the value and use of small data
ISSN: 1087-8572
Article publication date: 2 May 2019
Issue publication date: 17 June 2019
Abstract
Purpose
Defines a useful context for the concept of market insight and explains how “small data” can illuminate new pathways to such insight and potentially to better market strategies.
Design/methodology/approach
Using an illustrative case the article provides a guide to transforming “small data” into important strategy shaping insights.
Findings
By paying careful attention to such small data opportunities, fully assessing their inferences and vetting them thoroughly, strategist and marketers can discover insights that Big Data cannot deliver.
Originality/value
Small data as a source of learning is not just neglected but disparaged in many organizations. The importance of such small data escalates when we recognize that they frequently serve as the early indicator of marketplace change that may not be observable by other means.
Keywords
Citation
Fahey, L. (2019), "Getting to insight: the value and use of small data", Strategy & Leadership, Vol. 47 No. 3, pp. 27-33. https://doi.org/10.1108/SL-03-2019-0034
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited