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How Can Thick Data Improve the Way We Use Big Data?

Troy Sadkowsky - Friday, June 30, 2017

 

April 16, 2017

TedTalk: https://www.youtube.com/watch?v=WaOUJa9fjXU

Medium: https://medium.com/ethnography-matters/why-big-data-needs-thick-data-b4b3e75e3d7

Big data can help us solve problems, optimize services, predict the future and learn more about ourselves and human behavior. But when big data cannot answer a question, or makes an incorrect prediction, what if it is because data is not telling us the whole story?

In a Ted Talk and an article on Medium, Tricia Wang, a technology ethnographer, implores us to realize that, even in the age of data-driven decision making, big data can have some serious blind spots, and often suffers from a loss of context through valuable variables and trends that defy quantification.

Insights on contained systems, such as electricity grids or delivery logistics, have established big data’s reputation for success. Although this reputation has attracted investment from a huge array of companies, Wang claims, 73% of big data projects are not profitable, because big data projects frequently do not produce the insights that they seem to promise. For dynamic systems, especially those that depend on human emotions, behavior, and how people are impacted and interact with their environment, certain variables are difficult to measure and model.

She describes how opportunities can be gained and losses diminished by using big data in conjugation with “thick data”, observations that use qualitative methods to understand human emotions, behaviors and interactions with context. For example, the realization by ethnographer Graham McCracken that Netflix users actually enjoy binge-watching, led Netflix to redesign their user experience, improve their business and transform the way we consume media. Through qualitative research and collecting stories about how users interact with their product, Netflix was able to go to their data science team, validate these findings, and act on this competitive insight.

Wang summarizes that while “Thick Data loses scale…Big Data loses resolution.” While big data analytics can have a huge sample size, recognize large-scale patterns, and benefit from the strengths of machine learning, thick data uses small samples sizes, but understands subjects at a much greater depth, and benefits from aspects of human intelligence and pattern recognition that still elude computer programs. As data scientists, the more we understand the limitations of our methods and pay attention to thick data, the more we can recognize the factors and variables our data is missing. With a more holistic perspective, data analysis is better poised to uncover more truthful and powerful insights.

 

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How Can Thick Data Improve the Way We Use Big Data?

Troy Sadkowsky - Friday, June 30, 2017

 

April 16, 2017

TedTalk: https://www.youtube.com/watch?v=WaOUJa9fjXU

Medium: https://medium.com/ethnography-matters/why-big-data-needs-thick-data-b4b3e75e3d7

Big data can help us solve problems, optimize services, predict the future and learn more about ourselves and human behavior. But when big data cannot answer a question, or makes an incorrect prediction, what if it is because data is not telling us the whole story?

In a Ted Talk and an article on Medium, Tricia Wang, a technology ethnographer, implores us to realize that, even in the age of data-driven decision making, big data can have some serious blind spots, and often suffers from a loss of context through valuable variables and trends that defy quantification.

Insights on contained systems, such as electricity grids or delivery logistics, have established big data’s reputation for success. Although this reputation has attracted investment from a huge array of companies, Wang claims, 73% of big data projects are not profitable, because big data projects frequently do not produce the insights that they seem to promise. For dynamic systems, especially those that depend on human emotions, behavior, and how people are impacted and interact with their environment, certain variables are difficult to measure and model.

She describes how opportunities can be gained and losses diminished by using big data in conjugation with “thick data”, observations that use qualitative methods to understand human emotions, behaviors and interactions with context. For example, the realization by ethnographer Graham McCracken that Netflix users actually enjoy binge-watching, led Netflix to redesign their user experience, improve their business and transform the way we consume media. Through qualitative research and collecting stories about how users interact with their product, Netflix was able to go to their data science team, validate these findings, and act on this competitive insight.

Wang summarizes that while “Thick Data loses scale…Big Data loses resolution.” While big data analytics can have a huge sample size, recognize large-scale patterns, and benefit from the strengths of machine learning, thick data uses small samples sizes, but understands subjects at a much greater depth, and benefits from aspects of human intelligence and pattern recognition that still elude computer programs. As data scientists, the more we understand the limitations of our methods and pay attention to thick data, the more we can recognize the factors and variables our data is missing. With a more holistic perspective, data analysis is better poised to uncover more truthful and powerful insights.

 

Comments
Jackie commented on 17-May-2018 02:28 AM
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Estella commented on 17-May-2018 02:54 AM
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Marcus commented on 17-May-2018 04:39 AM
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kobe 12 commented on 17-May-2018 04:41 AM
Around sixty eight p.c of NBA gamers choose a excessive-high
shoe to play in, notes the American Academy of Podiatric Sports Medicine.
kyrie shoes commented on 17-May-2018 04:47 AM
It`s a good idea to use tender towels along with tennis sneakers earlier than putting them onto the
washing machine tumble.
Kyrie Irving Shoes commented on 17-May-2018 05:13 AM
When Jordan came out of college, he was solely allowed to put on Converse basketball sneakers because the University
of Carolina Tar Heels had an already withstanding sponsorship relationship with the original basketball shoe firm.
Refugia commented on 17-May-2018 05:30 AM
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kd 9 commented on 17-May-2018 05:43 AM
Stand up and stroll around the store in the shoes to ensure there's loads of room.
Melaine commented on 17-May-2018 05:55 AM
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Take a look at my homepage: revieѡs on mammorex reѕults (www.merrygoroundtoronto.com)
adidas ultra boost commented on 17-May-2018 05:55 AM
TPU shank interlock, molded Ortho-Lite sockliner, Phylon mid-sole and DRC outsoles are a number of the efficient options engineered in this Nike Max Breathe
Free II Women's Tennis Shoes to provide enhanced stability, consolation, sturdiness, grip and most significantly nice performance.
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lebron 14 commented on 17-May-2018 06:22 AM
Running shoes are meant for working and most of them carry out
their job properly but for agility coaching which involves quite a lot of lateral movements,
skips and jumps you want a extra professional gear than just your running shoes.
Cora commented on 17-May-2018 06:29 AM
The tiрs is rather exciting.

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Ultra Boost commented on 17-May-2018 06:33 AM
With such a wide range of offering, Adidas hasn't actually established themselves as
a true running shoe brand.
adidas ultra boost uncaged commented on 17-May-2018 06:39 AM
Adidas has already lured some high athletes away from Nike, including Aaron Rodgers of the Green Bay Packers football staff and James Harden of
the Houston Rockets, serving to the brand regain popularity among its
essential target audience of 14-18 year-olds.
kyrie irving shoes commented on 17-May-2018 06:58 AM
Whether or not he legitimately deserved all of those NBA First-Teams or all these First-Team All-Defenses.
Clarice commented on 17-May-2018 07:08 AM
Ⲩour knoѡledge is extremely appealing.

my webpage;mammorex For men
adidas ultra boost commented on 17-May-2018 07:20 AM
The Adidas Shanghai Brand Center supplies absolutely the house courtroom for all sports activities followers and Adidas
loyal followers.
Celia commented on 17-May-2018 07:24 AM
Thanks regarding ѕupplүing these types of аmazіng data.


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kobe 12 commented on 17-May-2018 07:25 AM
Now with that in mind, I ordered several (5/6/7?) pairs
of footwear from Zappos, and after attempting several, I in the end chose one which was not specifically touted for underpronators however
they turned out to be ideal.
Penney commented on 17-May-2018 07:30 AM
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kyrie Irving shoes commented on 17-May-2018 07:32 AM
Dirt and dirt trapped in the soles of your basketball footwear can interfere along with your performance on the court docket.
Lebron shoes commented on 17-May-2018 08:34 AM
Select on the kind of shoes on your online enterprise whether
or not it's sport footwear or designer shoes to be able
to select among the thousands of products at Sumwear In case you selected
sport footwear, provides numerous sport footwear, comparable to Nike, Puma and so forth.
These shoes are for numerous sports actions equivalent to working, leaping, tennis, basketball, soccer and other
sports activities, each 35usd/pair.
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Post a Comment




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