Martin Hayward
Until recently, Martin was Director of Strategy and Futures for dunnhumby, at the heart of the develoment of the next generation of customer data and single source insight. He was previously Executive Chairman of The Henley Centre. Martin's new book "Any colour you like as long as it's...any colour you like" is a review of how customer data and the ability to 'connect the dots' is revolutionising marketing (available for download at dunnhumby.com).
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Blog Posts (5)
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Is research the insight chicken or egg?
In a future where insight will be a rich mixture of behavioural data and traditional research insights, is it best to be a researcher embracing data, or a data analyst embracing research?
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"Positively evil"?
It’s tempting for researchers to reassure themselves that they’re safe from privacy issues due to the rules of anonymity in place. However, the dividing line between research insight and behavioural insight will begin to blur faster than many realise over the coming years - to consumers it’s often a semantic difference.
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Are you what you do?
The days of asking consumers what they buy, which media they consume and where they shop will soon be long gone. This will create a big whole in research industry revenues as marketers revel in rapid, granular data from other sources.
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From gatherers to analysts - the new insight value chain?
For the research and insight industry, the implications of an explosion in the amount of data available are profound. In a world of scarce information, those who could somehow gather data and shed light on the truth were valued and feted. In a world of superabundant information, those who offer a teaspoonful of insight are less likely to be noticed. as the real stars will be those who can make sense of, and draw insight from, vast amounts of data quickly and reliably.
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Making the first connection
Welcome to this new blog, which intends to raise awareness of, and stimulate debate around, a growing body of new data and insights that is challenging the usefulness of and even the need for many of the staple research approaches that have supported the industry since its inception.
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