2024 Volume 13 Issue 1 Pages 31-44
In the field of marketing research, in addition to the traditional market research, digital data analytics are required, and the insight business that utilizes various data is expanding. Big data used in digital data analytics can be collected in real time and often serves as an alternative to factual surveys using questionnaires. Questionnaire-based consciousness surveys are an effective means of understanding the level of interest in a theme. However, even if the number of consciousness surveys, which are often conducted annually, is increased to enhance their real-time performance, it is difficult to conduct them daily because of the large burden of responses and cost, even monthly surveys are not feasible. Therefore, we focus on the easily obtainable Wikipedia data and investigate their usefulness as digital data in reflecting individual interests. In this paper, we organize the characteristics of Wikipedia data from the viewpoints of data type and location and propose a method to illustrate changes in the number of accesses to Wikipedia pages. Using this method, we grasp the change in public consciousness from the number of accesses to article pages that consumers were interested in during the COVID-19 pandemic. We demonstrate the role of Wikipedia data as consciousness data and not as behavioral data.
