As consumers, we are constantly hearing the term “big data”, and how our personal information is more available than ever. While the thought of this may some people uncomfortable, when this data is used correctly, research shows the customer values and appreciates brand experiences curated and customized just for them. For example, brands that use social media analytics and listening tools to gain insights from online conversations and consumer behavior end up having more success at providing specialized experiences for their target consumer’s needs. But social is just one piece of the puzzle. The blending of these forms of data will likely result in some mistakes and road bumps along the way, but the end result will be a better understanding of the ‘why’ behind how people make decisions and the emotions that are involved in the process.

In the past, mixed-mode research was defined as an “approach to research in the social, behavioral, and health sciences in which the investigator gathers both quantitative (closed-ended) and qualitative (open-ended) data, integrates the two, and then draws interpretations based on the combined strengths of both sets of data to [better] understand research problems.” That definition may need an update that incorporates qualitative, quantitative, and other sources of data such as social media and marketing analytics — information that was not available to us just a few decades ago. Companies that know their consumers the best and align their brand to meet their consumers’ needs and expectations are bound to see greater success as we move into a new decade.