Not everyone in qualitative market research is talking about it, but everyone senses the threat to our livelihoods posed by Big Data. We see that Big Data is not only bigger than we are, but is faster than us as well. In the past, qualitative researchers have derided the superficiality of the information that can be obtained through quantitative research, but steady improvements in digital technology have made Big Data systems increasingly sophisticated in terms of the analysis they can provide. What’s more, Big Data has an efficiency that qualitative research can’t match.
The Pilgrimage of Human Inquiry in the Age of Big Data
Jonathan Cook

absolutely true!