Using Big Data as a window into consumers’ psychology

The rise of ‘Big Data’ had a big impact on marketing research and practice. In this article, we first highlight sources of useful consumer information that are now available at large scale and very little or no cost. We subsequently discuss how this information – with the help of new analytical techniques – can be translated into valuable insights on consumers’ psychological states and traits that can, in turn, be used to inform marketing strategy. Finally, we discuss opportunities and challenges related to the use of Big Data as a window into consumers’ psychology, and provide recommendations for how to implement related technologies in a way that benefits both businesses and consumers.