ABSTRACT
This chapter seeks to provide a mapping of contemporary consumer behaviour that speaks to a consumer that is generally more informed and more demanding. The complexity of consumption patterns and behaviours are identified with a consideration as to how these insights impact promotional culture. However, the movement away from consumption based on class lines brings specific challenges in terms of finding the audience. Through documenting market research history, examining how such research is conducted, and by whom, the chapter develops a discussion of the way advertising and marketing is being transformed by the collection and use of digital data, the strengths of which lie in the immediacy of data collection, including real-time data. It recognises, however, that big data can only be employed to full advantage when used holistically with traditional methods of data capture that allow for a more contextual analysis and evaluation. The chapter concludes with a thought piece by Black Swan who make it their business to work with new data modelling to provide brands with the competitive advantage they require.
