Big Data

Also known as: Big Data, Data Analytics, Large-Scale Data

Large volumes of structured and unstructured data requiring special technologies for storage, processing, and analysis.

Big Data refers to datasets of such volume, velocity, and variety that they cannot be efficiently processed with traditional database and analysis tools. Characterized by the '5 V's': Volume (terabytes or petabytes of data), Velocity (real-time or near-real-time generation and processing), Variety (structured, semi-structured, and unstructured data), Veracity (data quality and reliability), and Value (actionable insights extractable).

In market research, big data comes from: credit card transactions, smartphone geolocation data, social media streams, web behavior logs, IoT sensor data, and CRM and e-commerce data.

Big data complements—it does not replace—survey research: behavioral data tells what the consumer does, market research explains why they do it.

Atlantia integrates big data into its analyses to enrich insights from its quantitative and qualitative studies.