--- title: Avoiding the Hidden Costs of Data Inflation with Prolific North description: FlexMR CMO Chris Martin explores how marketers are using insight to navigate the challenge of data inflation and fight value dilution in an increasingly complex world. image: https://resources.flexmr.net/hubfs/Marketing_Files/Resources/Image_Cards/Cost_Data_Inflation.png --- close ## Ready to level up your insights? Get ready to streamline, scale and supercharge your research. Fill out this form to request a demo of the InsightHub platform and discover the difference insights empowerment can make. A member of our team will reach out within two working days. close ## Cost effective insights that scale Quality insight doesn't need to cost the earth. Our flexible approach helps you make the most of research budgets and build an agile solution that works for you. Fill out this form to request a call back from our team to explore our pricing options. 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In the opinion piece, [*The Hidden Costs of Data Inflation*](https://www.prolificnorth.co.uk/features/2022/07/avoiding-hidden-costs-data-inflation), Chris outlines how pressures on data ecosystems to grow has diluted their impact and how modern marketers are rising to the challenge. It's a problem that many in the brand, market and insight space are familiar with. It’s also central to what we do at FlexMR. How do we know we’re making the right decisions? From brand positioning to individual advert testing, media mixes to pricing. The 21st century marketing machine is massive. Customer and [consumer journeys](https://blog.flexmr.net/understand-consumer-decision-making-journey) are no longer straightforward, linear experiences. They are complex, meandering paths that engage hundreds of touchpoints. ## The Role of Man and Machine And at the center of it all are people. People who make decisions, big and small, that cumulatively affect the trajectory of travel for any business. But as the volume of touchpoints and data sources continue to grow – so too does the volume of data we must parse. Every individual answer, plot on a graph, table or index becomes less valuable. Because there’s simply more of it. More to agree. More to disagree. An increasingly perfect lens that requires ever-more pixels to build an accurate picture. To that end, many teams are placing a greater reliance on machine learning and AI algorithms. While there may not be agreement on what role exactly these tools should play, the basic premise is fairly universal. Automated tools sift through vast volumes of (often interconnected) data to surface the patterns, anomalies and insights that are most valuable to human interpreters. Of course, the risk with such methods is that AI and machine learning algorithms become an invisible hand that guide critical business decisions in a way that is more opaque than humans can understand. That’s why its vital, in the [exponential age](https://www.wired.co.uk/article/exponential-age-azeem-azhar), to have both a robust data strategy and a solid grasp of fundamental marketing concepts. ## Navigating Complexity with Insight Chris concludes the piece with a brief introduction to bridging the big data gap with [small data](https://blog.flexmr.net/small-data-avoiding-the-big-data-overload) – qualitative insight that helps to create customer empathy. He highlights that interviews, ethnographies and focus groups are the social science methodologies that have, for generations, helped marketers understand the thoughts and feelings that underpin [consumer actions](https://blog.flexmr.net/consumer-research-definitions-examples-benefits). Even today, data inflation doesn’t pose a threat to them. Because, in the competitive arms race for knowledge, they will act as the gold-standard insurance against data inflation – complementing micro measurements with macro, human context. Read the full Prolific North opinion piece online [here](https://www.prolificnorth.co.uk/features/2022/07/avoiding-hidden-costs-data-inflation). ## About Prolific North [Prolific North](https://www.prolificnorth.co.uk/) is an independent publisher based in Manchester. Launched in January 2013, it is now established as the leading news, jobs and events hub for the media, digital, marketing, tech and creative sectors in the North. Through a multi-platform strategy that encompasses features, editorial and events, Prolific North aims to promote and elevate the voices of fast-growing agencies across the region. [View All Resources](https://resources.flexmr.net/) ### For press enquiries To discuss press and media enquiries please contact Christopher Martin, FlexMR CMO, by email at [chris.martin@flexmr.net](mailto:chris.martin@flexmr.net) or via telephone on 015395 65455. ### Arrange a meeting We love to meet passionate research and insight professionals. If you'd like to arrange a chat with one of our team at an event we'll be attending, contact Chris Martin by email at [chris.martin@flexmr.net](mailto:chris.martin@flexmr.net) or via telephone on 015395 65455. ### Heading ### Subscribe Want to be notified when new MRX Lab podcast episodes are published? 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