Big, Old Data
Updated: Dec 4, 2019
Big data is the grandaddy of market research. The decennial census is one of the most useful datasets for understanding demographic changes in the US. It's hard to imagine what customer or market segmentation would look like without these baseline statistics.
More data is created every day, than was "created by the entire world between the dawn of civilization and 2003." Still, that's no reason to let volume outweigh value, or variety and velocity to outweigh usefulness. Data is only as good as how much you can use it to answer the questions you're facing.