Much has been written about Big Data, including the insights that can be gleaned from thousands or millions of data points, especially in the data-rich B2C market.
But what about Little Data? What can we learn from just a few data points? And when is Little Data appropriate in market, competitive, and buyer research?
We’ve often been asked how many data points are “good enough.” Clients who have worked in consumer marketing expect answers with phrases such as “confidence level” and “margin of error.”