Big data analytics drives insights in market research by processing vast amounts of data to identify patterns, trends, and consumer behaviors. Companies utilize big data to gather and analyze information from multiple sources, including social media, surveys, and sales data. This analysis enables businesses to segment markets effectively, forecast demand, and develop targeted marketing strategies. By leveraging these insights, organizations can make data-driven decisions, optimize product offerings, and enhance customer engagement, ultimately leading to improved market positioning and competitiveness.