Blockchain has moved beyond buzzword to become a serious topic of discussion and thought for those who work closely with data and rely on its quality and integrity. Yet there remains much confusion about what Blockchain is and how it can potentially be applied to market research and consumer insights.
We'll get a handle on the technology – in reality a collection of technologies – that, together, allow for the creation of systems that defy some deeply rooted 21st Century expectations.
We'll cut through the hype to appreciate that the concept of Blockchain shines light on data ownership and transfer in market research and understand the value brought by the uncomfortable conversations this concept has prompted.
We'll consider the underlying reason why our industry is so primed for a disruption like Blockchain, and why some so fervently defend the status quo.