Other examples include data points that describe what people talk about on social media and which topics are trending, as well as, for example, what people like to see on their menus in restaurants.Д«lending internal and external data can really help you identify opportunities, or risks, that your brand is facing or may face in the future. Critical examples will start, of course, with market share information that enables us to benchmark our real in-market performance versus competition.

In the spirit of вЂseeing is the new askingвЂ™ for my team and I, all external data sources that can help with building our understanding of actual consumer behaviourВ are super helpful. Stephan Gans, senior vice-president and chief insights & analytics officer, PepsiCo I went to some insights professionals to get their perspectives on some of the leading third-party вЂdata to die forвЂ™ sources to which they turn to assess the market, analyse the competition, and understand consumers. Increasingly,В researchers are looking to third-party data to supplement their internal research and information streams to provide understanding and benchmarks of the performance of their products and services.

The days of accepting ghosts and magic over science and evidence are hopefully behind us and when it comes to understanding consumers and markets, outside perspectives often deliver devilishly good details on tendencies and trends. With third-party data increasingly important to the insight function, Crispin Beale asks client- and agency-side professionals to share their perspectives.ДЄs Halloween becomes more popular globally, so does the need for insights professionals to access greater evidence and contextualise their findings.

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