Bonamy Finch, the consumer insights and analytics specialist, is to broaden its capability to cover the interface between big data and primary research with the appointment of Ahmed Hamada as a Data Science Executive.
Hamada, who holds an MBA and MSc in data science and has 13 years of experience within commercial and business development environments, will draw on his expertise in areas such as machine learning and pattern recognition to help develop this new area of analytics provision for Bonamy Finch.
The most recent GreenBook Research Industry Trends (GRIT) Report, identifies big data as “being at the centre of growth opportunities within MR” – with nearly 70% of consumer insight managers currently considering or using big data to help deliver insights. However, nearly one in four of the same people say that one of their biggest concerns is that no-one really knows what they are doing with it! Thus a key challenge facing the market research sector is how to analyse multiple and sometimes disparate sources of customer, consumer and market data, and draw together insights in a meaningful way that has clear and direct commercial relevance.
“We all know that big data is already playing a significant role in our clients’ thinking,” explains Leigh Morris, Managing Director of Bonamy Finch. “But having access to such a volume of data is useless if agencies are unable to pull together the pieces to genuinely help support business decision making. Big data without this insight is just a mass, and morass, of data. ”
“Teams that can interpret information from these new multiple data sources will be able to deliver greater levels of success for their clients. With the skills and experience that Ahmed brings to our Advanced Analytics team we are increasing our expertise in the interface between big data and primary research. This area has huge potential for growth, and is an exciting development for our company.”
Bonamy Finch delivers advanced analytics services and strategic market research. It combines the latest industry thinking with compelling, in-depth analysis and commercially minded communication. It supports and collaborates with a wide variety of agencies and consultancies, as well as working directly with some of the world’s leading brands.