Big data is critical for driving better business decisions, and it is becoming increasingly important to understand how to organise, analyse and interpret structured and unstructured big data.

There is a lot of debate on market research versus big data. In this course, we sidestep this debate and address the importance and impact of big data and also acknowledge the benefits of triangulating a variety of data sources.


Who will find it useful

  • This course will benefit customer insight and market research agency practitioners, who want a solid foundation in big data and its role in the commercial world. Previous programming or big data experience is not required!



  • To inform delegates of the main opportunities of using big data
  • Introduce SQL programming and explain its importance as the “gateway to big data”
  • Outline differences between Research and big data Scientists
  • Define various big data roles such as data engineer, systems engineer, business analyst, reporting analyst, big data scientist, ML engineer and AI specialist
  • Provide a detailed overview of structured and unstructured big data
  • Help delegates navigate big data tools with exotic names such as Spark, Pig and Hive!


Learning outcomes

  • Understand recent advances in analysing unstructured big data (e.g. text/voice)
  • Develop an in-depth understanding of the tools and systems used by big data scientists and engineers
  • Pick up the basics of using Hadoop with MapReduce, Spark, Pig and Hive
  • Gain an understanding of what insights big data can provide
  • Appreciate network analysis through a basic introduction to graph analytics and its increasingly important role in managing commercial and social complexity
  • Be able to ask the right questions about big data and collaborate more effectively with big data and research analysts

The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

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