Big Data has a lot more to answer for than the ability to capture virtually everything in the real and virtual worlds.

And to paraphrase George Orwell, as all data is important, but some data is more important than others, the corporate researcher’s conundrum has become identifying which is which. If a researcher can identify which is important from the consumer perspective (researcher opinions matter, but in the marketplace the final arbiter always ends up being the consumer), research efforts can be made more efficient, cost-effective, and insightful. While it is no easy task, emotional engagement assessments can help corporate researchers be more strategic and targeted in their efforts