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The Power of 'Thick' Data - WSJ.com
By
Christian Madsbjerg and
Mikkel B. Rasmussen
March 21, 2014

companies that rely too much on the numbers, graphs and factoids of Big Data risk insulating themselves from the rich, qualitative reality of their customers' everyday lives. They can lose the ability to imagine and intuit how the world—and their own businesses—might be evolving. By outsourcing our thinking to Big Data, our ability to make sense of the world by careful observation begins to wither, just as you miss the feel and texture of a new city by navigating it only with the help of a GPS.

Successful companies and executives work to understand the emotional, even visceral context in which people encounter their product or service, and they are able to adapt when circumstances change. They are able to use what we like to call Thick Data.
thick_data  massive_data_sets  Lego  ethnography  visceral  storytelling  social_data  observations  Samsung  consumer_research  imagination  skepticism  challenges  problems  sense-making  emotions  contextual 
march 2014 by jerryking
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