** UPDATE: this project is now completed **
I have wonderful news to share with you. A team that I have been working with has just secured funding for a research project looking at ‘Collecting and using customer data in the digital age’.
The project examines the issues faced by managers when using digital data and sophisticated methodologies to interpret increasingly fragmented customer behaviours. We are conducting in-depth interviews with senior marketing practitioners who are industry experts in customer insight and digital technologies. Our sample includes a broad range of organisations, from manufacturing to service organisations.
So, watch this space. There should be many interesting findings emerging from this research.