Is Big Data Really Revolutionizing the Understanding of Consumer Behavior?
The rise of social networks, connected devices, and smartphones has transformed our daily lives by generating a colossal amount of data. This information, often referred to as “big data,” offers a new way to analyze purchasing habits and consumer preferences. Unlike traditional surveys, which rely on questionnaires and interviews that can be biased by memory or subjective responses, big data allows for the study of real and spontaneous behaviors. For example, comments on social media, Google searches, or online browsing patterns reveal trends and purchase intentions with unprecedented precision.
Businesses and researchers now use advanced tools such as artificial intelligence and text analysis to decode this data. These methods make it possible to understand not only what consumers buy but also why they do so. Algorithms can identify hidden patterns in purchasing decisions, such as the influence of emotions or external events, and even predict future behaviors. However, this approach raises challenges: data quality, privacy protection, and the difficulty of correctly interpreting results remain major obstacles.
A recent study reviewed 127 scientific articles published between 2012 and 2023 to assess how big data is used in consumer behavior research. It shows that this data comes from various sources, such as online reviews, banking transactions, or social media interactions. Each type of data provides different insights, but their combination allows for a more comprehensive and dynamic view of customer expectations and reactions.
Sentiment analysis, for example, uses artificial intelligence techniques to evaluate opinions expressed in comments or posts. This helps brands adapt their products or marketing campaigns in real time. Similarly, tracking online purchasing journeys makes it possible to simplify decision-making processes and improve the user experience. However, these advancements are not without limitations: digital data mainly reflects the behaviors of active online users, leaving out a portion of the less connected population.
In practice, big data paves the way for more personalized and effective marketing strategies. Companies can now tailor their offers based on individual preferences while anticipating market trends. However, for these innovations to be sustainable and ethical, collaboration between technology experts, marketers, and data protection specialists is essential. This will ensure that the benefits of big data serve both businesses and consumers without compromising confidentiality or transparency.
Website References
Scientific Reference
DOI: https://doi.org/10.1057/s41270-026-00470-6
Title: Big data in consumer behavior research: a systematic review of data sources, analytical methods, and research questions
Journal: Journal of Marketing Analytics
Publisher: Springer Science and Business Media LLC
Authors: Qiankun Liu; Ruigang Wang; Muhabaiti Pareti; Alessandra Castellini; Davide Viaggi; Maurizio Canavari