Colin has focused on Technology work throughout his career. He has been MD of the Technology division since 2009, and has helped to shape GfK’s UK business for the last 15 years.
Working with large scale datasets has been a feature of the division’s work for some time, not only through large scale survey data but through the use of CRM and social media datasets. Colin and his team have also been utilising digital data sets both those collected by consumer panels as well as those aggregated from ISPs and network operators.
Engaging with the issues around Big Data is considered key for GfK who see huge opportunities for brands. There are also significant implications for the market research industry to organise itself in a way to properly leverage the benefits that Big Data can delivers.