We are living in the most data-rich period of humankind. We create and store more data on a daily basis than our ancestors did in the last 2000 years – combined. This data comes from various digital sources, where consumers leave intentionally (and unintentionally) valuable information for marketers in the form of user-generated content. The authors explain what this data can tell us about consumer behavior.
KÜBLER, R. et ROMBOUTS, J. (2023). Tuning In – What AI and User Generated Content Can Tell Us About Consumers. ESSEC Knowledge.