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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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There was a hermit crab inside and it pinched her ear.
She never wants to go back! LoL I know this is entirely off topic but I had to
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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://peaksurgeforskolin.net/ commented on 14-Aug-2019 09:38 PM
Its like you read my mind! You appear to know a lot about this, like you wrote the book in it or something.
I think that you can do with some pics to drive the message home a bit, but instead of that, this is excellent blog.
A great read. I'll certainly be back.
hotel commented on 14-Aug-2019 09:41 PM
Excellent pieces. Keep writing such kind of info on your blog.
Im really impressed by it.
Hey there, You have performed a fantastic job. I'll definitely digg it and for my part recommend to my friends.
I'm sure they will be benefited from this website.
หวย commented on 14-Aug-2019 09:43 PM
you are really a good webmaster. The website loading speed is amazing.
It kind of feels that you're doing any distinctive trick.
Also, The contents are masterwork. you have performed a fantastic task in this subject!
Della commented on 14-Aug-2019 09:46 PM
Good day! I could have sworn I�ve been to your blog before but after going through many of the articles I realized it�s new to me.
Regardless, I�m certainly happy I found it and I�ll be bookmarking it and checking back regularly!

Also visit my page :: hunter ceiling supporters
Abel commented on 14-Aug-2019 09:46 PM
I really wanted to jot down a message to be able to thank you for these nice tips and tricks you are posting here.
My long internet search has now been rewarded with incredibly good tips to exchange with my guests. I would assume that many of us website visitors actually are extremely lucky to dwell in a magnificent site with many marvellous people with valuable tactics.

I feel quite fortunate to have discovered the web page and look forward to so many more fun moments reading here. Thanks a lot once more for a lot of things.

my web-site -lower ceiling
골드몽 릴게임 commented on 14-Aug-2019 09:52 PM
Today, I went to the beach front with my kids.
I found a sea shell and gave it to my 4 year old daughter and said
"You can hear the ocean if you put this to your ear." She placed the shell to her ear and screamed.

There was a hermit crab inside and it pinched her ear.
She never wants to go back! LoL I know this is entirely off topic but I had to
tell someone!
private driver cannes to nice airport commented on 14-Aug-2019 09:58 PM
I know this webb site povides quality dependent articles and additional material, is there any other site which gives such daa in quality?
Mohammad commented on 14-Aug-2019 10:14 PM
I have read so many articles or reviews on the topic of the blogger lovers howeverhop over to this website piece of writing is really a good piece of writing, keep it up.
현금 바둑이 commented on 14-Aug-2019 10:22 PM
Excellent blog here! Additionally your site lots up very fast!
What host are you the use of? Can I get your affiliate link on your host?
I want my web site loaded up as quickly as yours lol
cafe Rule commented on 14-Aug-2019 10:23 PM
Howdy I am so excited I found your web site, I really found you by mistake, while I was looking on Aol for something else, Anyways
I am here now and would just like to say thanks a lot for a remarkable post and a all round interesting blog (I also love the
theme/design), I don't have time to browse it all at the minute but I have saved it and also included your RSS feeds, so when I have
time I will be back to read a great deal more, Please do keep
up the excellent work.
Reed commented on 14-Aug-2019 10:28 PM
Heya i am for the first time here. I found this board and I find It truly useful & it helped me out a lot.
I hope to give something back and help others like you helped me.

Review my page -cover tonneau covers
mobile visitors commented on 14-Aug-2019 10:42 PM
If you are going for finest contents like myself,
only pay a quick visit this web page everyday for the reason that it presents feature contents, thanks
anchortext commented on 14-Aug-2019 10:45 PM
It is not often which you discover a professional hypnotist
willing to share his techniques. Thank you, Patra residents
(especially Gwgw and Sotiris) for bringing to New Zealand an environment of your home town. One rule coming from all graphic identity programs is the
fact that institutions have to have their logos standardized;
automobile institution doesn't standardize logo marks, the public
may have a hard time recognizing the logos and what it really represents.
Keto Regime commented on 14-Aug-2019 10:54 PM
naturally like your website but you have to take a look at the spelling on several of your posts.

Many of them are rife with spelling issues and I to find it very troublesome
to inform the reality nevertheless I will certainly come again again.
Hello I am so thrilled I found your website, I really found you by mistake, while
I was researching on Bing for something else, Nonetheless I am here now and
would just like to say thank you for a marvelous post and
a all round thrilling blog (I also love the theme/design), I don't have time to
browse it all at the minute but I have saved it and also added your
RSS feeds, so when I have time I will be back to read a lot more, Please do keep
up the fantastic work.
진안콜걸 commented on 14-Aug-2019 11:21 PM
It is in reality a great and helpful piece of information. I am satisfied that you just
shared this useful info with us. Please keep us up to date
like this. Thanks for sharing.
http://nanoxl.org/ commented on 14-Aug-2019 11:23 PM
Hi, yeah this article is actually nice and I have learned lot
of things from it on the topic of blogging. thanks.
Selena commented on 14-Aug-2019 11:26 PM
Wonderful article! We will be linking to this great content on our site.
Keep up the good writing.
http://Fi.megam.info commented on 14-Aug-2019 11:35 PM
This helps if you are a web developer and you're attempting to make every symmetrical plus order.
Since city courses never let refunds, everybody chose to place it out a bit further.
In addition there are some people who get chance to sign up for their
time to understand guitar but as a result of
bad quality of learning given by incapable guitarists can't
seem to acquire expertise.
wax melt companies commented on 14-Aug-2019 11:37 PM
May I simply just say what a relief to uncover somebody that really understands what they are discussing on the net.
You certainly realize how to bring a problem to light and make it important.
A lot more people have to read this and understand this side of the story.
It's surprising you're not more popular since you surely have the gift.
Yay google is my world beater aided me to find this great website!
Kendall commented on 14-Aug-2019 11:41 PM
It's a shame you don't have a donate button! I'd definitely donate to this superb blog!
I guess for now i'll settle for bookmarking and adding your RSS feed to my Google account. I look forward to brand new updates and will talk about this website with my Facebook group. Chat soon!

Also visit my blog사이다 쿨
is ezfrags safe commented on 14-Aug-2019 11:43 PM
Thank you, I have just been searching for information approximately this topic for a while and yours is the greatest I've came upon till now. However, what about the conclusion? Are you certain about the source?
roblox hack noclip commented on 14-Aug-2019 11:44 PM
Heya i am for the primary time here. I found this board and I to find It really useful & it helped me out much. I'm hoping to provide one thing back and help others like you helped me.
roblox no clip hack commented on 14-Aug-2019 11:44 PM
I have been checking out some of your stories and i can claim nice stuff. I will surely bookmark your website.

Post a Comment




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Trackback Link
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