Cass' Vince Mitchell on using Big Data to solve big problems

Cass Business School's professor of consumer marketing, Vince Mitchell, explains that Big Data differs from ordinary market research in that it is unobtrusive - hence the concerns about privacy. But he adds that Google is a prime example of clever use of Big Data - from using Android mobile phone signals to work out how traffic is behaving to Google Trends, the company is leading the way in trends analysis.