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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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Post a Comment




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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
http://Punemalayalamnews.com/?p=1820 commented on 16-Sep-2018 01:50 AM
Isn't it easier to $10 - $30 to satisfy real people searching for love, rather than waste
time with others wanting to scam us, or just get us in to bed.
You may have to email a number of dozen but before long you may have a storm of replies
proclaiming that "Yes" they actually do need a husband. But
they are not always welcomed in the lucrative professional
jobs they may be suited for.
Lazaro commented on 16-Sep-2018 01:57 AM
It's similar with domains on the Web.
Carson Margolin commented on 16-Sep-2018 01:58 AM
There is certainly a great deal to learn about this issue.
I love all the points you made.
Bosch Vp30 Ecu Repair commented on 16-Sep-2018 02:08 AM
Please let me know if you're looking for a article writer ffor your weblog.You
have sime really great artiicles and I feel I would be a good asset.

If you ever want to take some of the load off, I'd really like to write some matedrial for youyr blog in exchange ffor a link bahk to mine.
Please shoot me an e-mail if interested. Kudos!
Ivey commented on 16-Sep-2018 02:19 AM
Great website! It looks very expert! Sustain the good job!


Have a look at my blog -sound system
Lino commented on 16-Sep-2018 02:25 AM
Expired domains are a great alternative to boost SEO.
Www.Electronicrepairegypt.Com commented on 16-Sep-2018 02:30 AM
Thiss iis my first time visijt at hee and i am really impressed to read everthing at alone place.
anchortext commented on 16-Sep-2018 02:50 AM
(iii) You provide on your work, so keep a professional attitude when dealing
with your customers. Cross out any irrelevant ones and make your best to
put them into a logical order. However, you may also be wondering to
find good essay writing examples.
mail order bride commented on 16-Sep-2018 02:51 AM
Finding a good website is like playing a video slot the location where the likelihood is
tilted for you to lose. You may have to email a number of dozen but before long
you could have a storm of replies saying that "Yes" they do need a
husband. Before the Internet, men from the United States met Filipino women through picture personals companies.
Www.Aammav.org commented on 16-Sep-2018 03:18 AM
Some Russian women are recognized for their promiscuity, equally as Russian men are famous for drinking.
They are actually quite adjusting and unlike women from developed aspects of the entire world, they do not throw tantrums about.
You must remember that it is the man that has can be found in look for you and you aren't the individual that is desperate anyhow, this might
help you to give preference for your priorities also.
car Ecu repair cost commented on 16-Sep-2018 03:20 AM
I am truly thankful tto the holder of this web page who has shared this impressive post at at this place.
They are often confused and should not manage
to have a perspective which is quite natural when they are emotionally included in someone.
They are actually quite adjusting and unlike the ladies from developed aspects of the planet, they are doing not throw
tantrums about. You must remember that it is the man that has appear in seek
out you and you are not the one who is desperate anyhow, this
may allow you to give preference for your priorities also.
Ecu hardware fix icloud on mac commented on 16-Sep-2018 03:25 AM
Hi my loved one! I wish to say that this post is amazing, nice written and include approximately all important infos.
I'd like to peer extra posts like ths .
anchortext commented on 16-Sep-2018 03:40 AM
Be both a helpful guide through complex issues plus an informed judge when choices have to be made.
Cross out any irrelevant ones and earn your best that will
put them right into a logical order. To ensure that these people will see the
message that you're trying to get across, write employing
their language and write while considering their degree of
comprehension.
Zackleycakes.com commented on 16-Sep-2018 04:02 AM
Each year, a large number of Russian mail order
brides arrive at western countries by marriage. He has never mentioned this since you met and the
man doesn't discover how you feel about it. Before the Internet, men from the United States
met Filipino women through picture personals companies.
ecu tools centre commented on 16-Sep-2018 04:03 AM
This piece oof writing gives clear idea in favor of thee new
people oof blogging, that in fact how to do blogging and site-building.
National Security News commented on 16-Sep-2018 04:13 AM
Undeniably believe that which you stated. Your favorite reason appeared to
be on the net the simplest thing to be aware of. I say to you, I certainly get irked while people consider worries that they
plainly don't know about. You managed to hit the nail upon the
top and defined out the whole thing without having side effect , people could
take a signal. Will likely be back to get more. Thanks
find a phone owner's name commented on 16-Sep-2018 04:15 AM
I think everything posted was very reasonable.
However, what about this? what if you were to write a killer headline?
I am not suggesting your information is not good, however suppose you added a post title to maybe grab a person's attention? I mean How Can Thick Data Improve the
Way We Use Big Data? is a little boring. You should peek at Yahoo's front
page and note how they create news titles to get viewers
to click. You might add a related video or a related pic or two to grab readers excited
about what you've written. In my opinion,
it would make your blog a little bit more interesting.
adidas eqt commented on 16-Sep-2018 04:15 AM
Adidas makes use of publicity as a result of proper about when they will launch a brand
new product some info goes public so the media can unfold the news that a sure
merchandise is coming and earlier than it
hits the shelves an athlete demonstrates the product attracting much more
shoppers generating a great deal of curiosity
after which through promoting and sales promotion Adidas makes beneficial earnings.
Arms industry commented on 16-Sep-2018 04:19 AM
Have you ever thought about including a little
bit more than just your articles? I mean, what you say is valuable and everything.
But imagine if you added some great visuals or video
clips to give your posts more, "pop"! Your content
is excellent but with images and videos, this site could undeniably
be one of the very best in its field. Superb blog!
Octavio Oubre commented on 16-Sep-2018 04:47 AM
As I web-site possessor I believe the content matter here is rattling wonderful , appreciate it for your efforts. You should keep it up forever! Best of luck.
anchortext commented on 16-Sep-2018 04:49 AM
(iii) You are accountable on your work, so keep a professional attitude when dealing
with your customers. It is common for teachers to lament that
students are struggling to write despite having done very well in the PMR English exam for
15-year-olds. Run-on sentences occur on account of insufficient punctuation and happen if you become lost inside
your essay.
matching wedding bands commented on 16-Sep-2018 05:15 AM
Fantastic goods from you, man. I have understand your stuff
previous to and you're just too magnificent.

I actually like what you have acquired here, certainly like what you're saying and the way in which
you say it. You make it entertaining and you
still care for to keep it sensible. I can't wait to
read far more from you. This is really a tremendous
website.

Post a Comment




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Trackback Link
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