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Market Sensing Today by Constantinos-Vasilios Priporas, Melvin Prince

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CHAPTER 4

Market Sensing and Sense Making Using Unstructured Big Data

Jerry Winda and Vincent Schiavoneb

aThe Wharton School, University of Pennsylvania, Philadelphia, PA, United States

bAKUDA Labs & ListenLogic, United States

Introduction

Social media, mobile devices, and other technological advances have fundamentally changed the behavior of the empowered and skeptical consumer and the nature of marketing and consumer research, and as a result, the nature of our approaches to market sensing. The always-connected, always-commenting consumer has created more market information than ever before and continuously creates market data in real time. These market data is broader, deeper, more timely, and less biased than any other source. Unguided ...

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