We are experiencing a digital revolution with more data available than ever before coming from secondary data resources such as transactional databases, social media networks, syndicated data, sensors, scanners and data aggregations constructed from a range of sources including from primary research.

Watch this recorded webinar to understand the best practices when working with secondary data.

The research and insight function is rapidly extending from collecting and processing primary data to managing, synthesising and analysing secondary data, using a wide variety of analytic concepts and techniques. The result is an entirely new approach wherein insights, and analytics professionals assemble and analyse large databases to uncover patterns and deliver powerful new insights.

To take advantage of these exciting opportunities, researchers must be able respond to three key challenges. Firstly, the issues about who owns the data and under which conditions it can be used. Then the concerns about privacy, ethics, and reputational risk, given the increasing public disquiet about people’s ability to determine when their personal data is collected and how it is used. And thirdly, researchers need to ensure they can provide the right level of transparency to enable clients to make informed judgements about the quality of the data and data sources, as well as the validity of the algorithms that are used to analyse the data.

To help researchers meet these challenges ESOMAR and GRBN have drafted best practice guidelines on how to work with secondary data for research.