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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
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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
Lorenzo Partee commented on 23-Feb-2018 02:25 AM
Excellent article, great to see unique content we can all share between all users. I do as make tutorials and videos for others, if you have Instagram I would be glad to have you as fan : https://www.instagram.com/earthbydrones Have a great day! Earth By Drones Com Hans
Dyan commented on 24-Feb-2018 10:09 AM
Hi, Have you considered incorporating pheromones to your sale products?,I noticed your internet site BLOGTITLE , progressively more pheromone are becoming additional preferred and I believe you must think about this, that will imply greater earnings to suit your needs as well as your customers, it really is a win win predicament, your greatest destination for exceptional and powerful pheromone formulas, good quality colognes and perfumes for males and girls . our customers purchase from us due to the fact we're the very best, and we regularly strive to retain our superiority. Yes, superior merchandise for superior individuals, so please take into account this. possess a good day!
Oralee commented on 24-Feb-2018 10:09 AM
Hi, Have you considered incorporating pheromones for your sale goods?,I saw your website BLOGTITLE , a growing number of pheromone are getting to be extra well-liked and I believe you ought to contemplate this, that will mean higher profits to suit your needs along with your consumers, it truly is a win win problem, your ultimate location for unique and powerful pheromone formulas, high-quality colognes and perfumes for men and gals . our clients purchase from us since we are the best, and we regularly strive to preserve our superiority. Yes, superior products for superior persons, so please consider this. possess a fantastic day!
Hal commented on 28-Feb-2018 09:00 PM
Greetings! I've been reading your site for a long time now and finally got the bravery to go ahead and give you a shout out from Atascocita Texas!
Just wanted to say keep up the great work!

Visit my web-site:Multiple-Entry Visa
Candelaria commented on 01-Mar-2018 09:00 AM
Greetings! I've been following your weblog for a while now and finally got the courage to go ahead and give you a shout out from Houston Texas!
Just wanted to mention keep up the good job!

Also visit my homepage ... Thailand Team
Lenita Berkebile commented on 01-Mar-2018 04:25 PM
What part of your research study did you discover the most difficult? I am doing a job at school on an extremely comparable subject and I would enjoy to ask you a couple concerns about research study product.
Bradly commented on 03-Mar-2018 06:57 PM
Although the term Garcinia cambogia" is no longer used by the scientific area, it's the key term made use of by the nutritional supplement area.
2GIG Wireless Alarms commented on 05-Mar-2018 05:59 AM
I've been investigating this topic for about three weeks now and this is actually the first write-up that absolutely adds up. Why is it so hard to locate effective material about security and safety nowadays? Definitely appreciate the effort you spent putting your ideas in to words so amateurs just like myself can take a step. Maybe there is a part two with your page? Thank you again!
Broderick Serratore commented on 05-Mar-2018 11:57 PM
What part of your research study did you discover the most difficult? I am doing a job at school on an extremely comparable subject and I would enjoy to ask you a couple concerns about research study product.
Derek Pett commented on 06-Mar-2018 03:25 PM
What part of your research study did you discover the most difficult? I am doing a job at school on a really comparable subject and I would like to ask you a couple concerns about research study product.
design your own silicone wristband commented on 07-Mar-2018 05:00 PM
Hey, yyou used to write magnificent, but the last several
poss have been kinda boring... I miss your super
writings. Past few posts are just a little outt
of track! come on!
youtube buzzfeed video commented on 07-Mar-2018 05:24 PM
Découvrez toutes les vidéos buzz de la planète. https://medium.com/@socialbuzzfr13
cofee commented on 08-Mar-2018 07:06 PM
Nice blog here! Also your web site loads up fast! What host are you using?
Can I get your affiliate link to your host? I
wish my website loaded up as fast as yours lol
Letty Garten commented on 09-Mar-2018 09:59 AM
Thank you so much for the great article, it was fluent and to the point. Cheers.
example commented on 09-Mar-2018 10:04 PM
Hello to all, as I am actually keen of reading this web site's post to
be updated on a regular basis. It carries fastidious material.
compra likest commented on 12-Mar-2018 07:46 AM
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Shawanna Fantauzzi commented on 12-Mar-2018 08:12 AM
What part of your research study did you discover the most tough? I am doing a job at school on a really comparable subject and I would enjoy to ask you a couple concerns about research study product.
http://miibeian.gov.cn commented on 17-Mar-2018 11:06 AM
Daddy you didn?t sɑyy ԝhat tһe bеst thing aboսt Godd is.
You must pllаy too.
jack commented on 17-Mar-2018 03:04 PM
Or рossibly he lіkeѕ bowling.? Lеe continued.
?I hearԁ someone say that oncе yoս hеar thunder,
that means that God is bowling in heɑven. I ցuesѕ he is really good at it.
www.linux.net commented on 18-Mar-2018 02:36 AM
Ӏf yoou elect to freelance, you will also
be answerable for your personal schedule. As a
substitute oof being certain to the 9-to-five work day of
mоst law offices, each yoᥙr every day schеdule and your
calendar as a whole ill be largely ɑs much as you.
Whether or not you migһt want too take break day, or whetһer oг
not you want to tackle a heavier workload, freelancing will meet y᧐ur needs.
Voice Comments commented on 21-Mar-2018 07:02 AM
Wordpress has now enabled voice comments for websites. Bring your website up to date and get the free plugin here, http://bit.ly/Voice-Comments
luis_williams31@yahoo.com commented on 21-Mar-2018 01:27 PM
I have questions about your article... Please call Me: (914) 419-3292 -OR- Email: luis_williams31@yahoo.com
ForestChief commented on 22-Mar-2018 05:49 AM
I have checked your website and i've found some duplicate content, that's why you don't rank high in google's search results, but there is
a tool that can help you to create 100% unique content, search for; boorfe's tips
unlimited content
Marcel Cohlmia commented on 25-Mar-2018 03:39 AM
What part of your research study did you discover the most tough? I am doing a job at school on a really comparable subject and I would enjoy to ask you a couple concerns about research study product.
Amado Lickert commented on 25-Mar-2018 08:24 PM
What was the most valuable source when writing this report, you used? I have a project at school that's on a topic that is similar and I am searching for advice regarding where to begin my research. Thank you for the help!

http://lumberjocks.com/sterlingsilver93

Post a Comment




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