Data Inspired Creativity

Online and offline media consumption generates a lot of data. This data can provide the media sector with insights into the latent wishes of a fragmented audience. This research examines how big data can contribute to the development of new media formats, in an innovation process within the rapidly changing media industry.

This research project focuses on the intersection of two interdependent developments:
1) changes in the (global) media landscape and
2) changes in the consumer landscape.

The primary research question is: how and when are (big) data useful in Talpa's creative innovation process?

To answer this question, an interdisciplinary approach is used. Talpa, UvA, RUG, Amsterdam Business School, Radboud University and Tilburg University are working together on this project.

Project budget €629,694, with a €95,000 PPP allowance being used.

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