The promise of Big Data (and even the advantage of smart data) is the much easier observation of behaviors, especially digital behaviors. A bank understands certain behaviors of its customers very well and a distributor knows the purchases of its recruits.
On the other hand, understanding the bigger attitude systems that explain and help us understand (or even modify) these behaviors is more complicated. Only a coherent research system will allow you to structure attitudes and connect the dots between attitudes and behaviors, allowing you to develop valid operational actions for customers or prospects.
Thus, in the numerous markets, a use and attitudes map can be seen as a preliminary in any strategic action aimed at improving a company’s profitability.