Data Science + Market Research = Research Science

A great many market researchers are “numbers people”. This shouldn’t be a surprise, when we consider how central statistics, sampling, projection, and prediction are to our business. But the all-too-common gulf between market researchers and our data scientist colleagues is a surprise. This disconnect between market research and data science inhibits capabilities in the short term and hurts long-term competitiveness. Which is silly, because this disconnect is completely unnecessary.