Data in Marketing

The Premise

Data can be manipulated, edited and customized into many formats. Many scientific data collection processes work with sponsors that require insights and sometimes complex conclusions.

1. Fewer than half of 100 studies of 2008, were replicable

2. Referencing Daniel Kahnaman’s letter to scientists

3. TV Ratings by Nielsen Had Errors for Months

Research, in its entirety is complex. Even Dan Ariely, Duke Researcher, has reservations about the impact of critical research. This is an excerpt from his predicament about “ripping bandages. “

The Sample Size

Having the right sample size is critical. Even inside one niche, (say gaming), there are varying personas of individuals that enable qualitative v/s quantitative data. All in all, people may have similar interests but their interests can vary with their own biases. E.g. a hardcore gamer may enjoy different game experiences in different scenarios. Even defining a hardcore gamer can be difficult

Finland & Taiwan. Here’s an example of bad research. The data is self documented and there are multiple misnomers. 

Link here 

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Managing complexity

Data is data, but people are people. There is significant complexity involved when dealing with real interactions. That’s why tests need to be designed in a manner that is compliant with best practices and have limited ambiguity with regards to external factors. Brands need to be developed using this model.