During the industrial revolution, oil was key to creating wealth and improving living standards by enabling mass production and powering low cost transport and labour-saving devices. Historians refer to the time we live in today as the information age because data is the new oil. Data has become one of the most valuable resources on the planet and this explains why brands that leverage data so effectivity such as Google, Apple and Microsoft are now so valuable. However, just like oil, raw data has to be extracted ethically, refined and distributed before it can be used. This fun, accessible, highly interactive course provides an introduction to the key principles of Big Data and Analytics and a taste of how they are being applied to marketing challenges. No prior knowledge of the subject is assumed; each topic is explained from first principles. Attendees not go away with deep expertise, but will feel confident in conversations about the subject and in their ability to identify opportunities for using Big Data and Analytics within their research portfolio.

By the end of the course, participants will have a basic understanding of the topics below – what they entail, their relevance to market research and marketing, and common pitfalls to avoid.

Learning outcomes

  • Help orientate participants in the world of Big Data & Analytics
  • Provide a comprehensive ‘jargon-busting’ opportunity
  • Boost confidence in having conversations related to the area
  • Help participants identify when Big Data could be used to answer research questions today and in future


  • Origins of Big Data
  • Search trends
  • Social listening
  • Machine Learning
  • Voice/text analytics
  • Natural Language Processing & chatbots
  • Image analytics
  • Data Management Platforms
  • Look-alike matching

Who would benefit
Anyone, regardless of seniority or expertise, who would like to become more familiar with this relatively new and rapidly evolving field. The course is designed for people who have come across the topics above in the context of marketing or market research but don’t really understand what they mean.

Learning Method
Explanations; videos; discussions; quick group exercises, Q&A.


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

No Biography Available

Additional Information

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.