HOW TO ANALYZE VARIOUS CONSUMER DATA IN THE FUTURE
Tanja Kotro, Tiina Lindh‐Knuutila, Elina Hiltunen · 2009
In this paper, we present the concept of The new kind of consumer data produced by the consumers themselves from their perspective and for their own purposes that is not intended to be used primarily as consumer data. It is shared publicly in such a way that it can be used as basis for the business and nonprofit organizations in their quest for novelty and under standing of changing consumer trends, also for the benefit of the consumers themselves. We discuss and analyze three cases of opportunities brought by open data: web enhanced brand communities, t he w eak s ignals approach a nd conceptual mapping, w hich is in its e arly p hase o f development. In this section, we present the key findings from the Lego case study based on three interviews with crea tive manager and product designer from the perspective of company relations to consumers and chang ing marked trends.