Huge amounts of data have been available in retail for decades. These days, they are also analysed and made use of. But this doesn't mean that market research is becoming less important. When it comes to understanding connections, humans are better than machines.
Andreas Luppold (gps dataservice) and Prof. Sebastian Oetzel (Chair for Marketing, Fulda University of Applied Sciences) carried out an exclusive quantitative and qualitative study on the future of retail market research for the specialist journal planung&analyse. The study was based on the topic modelling of texts from over 100 specialist articles as well as expert discussions.
You can download a PDF of the full article in German with all the results here:
