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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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‘I enjoy how you would think.' , he said.

While waiting, I start scrubbing my hindfoot in their leg, massaging it slowly. ‘What can you enjoy girls? And, Andrew, don't spare me the details.' I ask.

‘I like determined women. Someone to know whatever they want. Someone that won't say yes although I said yes. Someone who's not afraid when attemping interesting things,' he says. ‘I'm never afraid when trying interesting things, especially when it comes to making new things in the sack ', I intimate ‘And I like ladies who are direct, who cut with the chase, like you just did. Being
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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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Stop by my web page;types of accessories
Ezra commented on 17-Sep-2018 11:28 PM
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My web-site ...your vehicle
luxury beach holiday commented on 17-Sep-2018 11:44 PM
Hi there I am so delighted I found your blog, I really found you by mistake, while
I was researching on Yahoo for something else, Regardless I am here now and would
just like to say thanks for a fantastic post and a all round exciting blog (I
also love the theme/design), I don’t have time to read 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 lot more, Please do keep up the awesome work.
Rico commented on 17-Sep-2018 11:50 PM
Maintain the excellent job !! Lovin' it!

Here is my page ...driving in top gear
Sherri commented on 17-Sep-2018 11:51 PM
Million dollar Domain Names as the dealerships and wheelers.
Veda commented on 17-Sep-2018 11:54 PM
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Luella commented on 17-Sep-2018 11:56 PM
I do not know whether it's just me or if everyone else encountering problems with your site.
It appears like some of the text within your posts are running off
the screen. Can someone else please provide feedback and let
me know if this is happening to them as well? This may be a issue with my browser because I've had this happen previously.
Thank you
Inez commented on 17-Sep-2018 11:58 PM
You've got superb information listed here.

Stop by my web blog:your vehicle
Bret commented on 18-Sep-2018 12:05 AM
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Pamala commented on 18-Sep-2018 12:05 AM
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Roma commented on 18-Sep-2018 12:09 AM
hi!,I love your writing very much! share we keep in touch more approximately your post on AOL?

I need a specialist on this area to resolve my problem.
Maybe that's you! Taking a look forward to look you.
bioskop 21 commented on 18-Sep-2018 12:09 AM
Its such as you read my mind! You seem to grasp a lot
about this, like you wrote the book in it or something.
I feel that you can do with a few percent to power the message house a
bit, however instead of that, that is fantastic blog.
A great read. I will definitely be back.
Lina commented on 18-Sep-2018 12:13 AM
Today, I have cool domain names ideas for you.
Imogen commented on 18-Sep-2018 12:13 AM
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Marc commented on 18-Sep-2018 12:16 AM
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Albertha commented on 18-Sep-2018 12:18 AM
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Jada commented on 18-Sep-2018 12:19 AM
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Veda commented on 18-Sep-2018 01:01 AM
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reise commented on 18-Sep-2018 01:04 AM
Neat blog! Is your theme custom made or did you download it from somewhere?
A design like yourds with a few simple tweeks would really make my blog shine.

Pleasde let me know where you got your theme.
Cheers
Lawerence commented on 18-Sep-2018 01:43 AM
It's comparable with domains on the Web.
Carole commented on 18-Sep-2018 01:53 AM
Miillion dollar Domain Names aas the dealers and wheelers.
Alba commented on 18-Sep-2018 01:59 AM
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שירותי ליווי במרכז commented on 18-Sep-2018 02:27 AM
We're having coffee at Nylon Coffee Roasters on Everton Park in Singapore.
I'm having black coffee, he's using a cappuccino.
They are handsome. Brown hair slicked back, glasses which fit his face, hazel
eyes and the most wonderful lips I've seen. He or she
is well made, with incredible arms and a chest that stands out with this sweater.
We're standing in front of each other speaking about us,
what we wish money for hard times, what we're trying to find on another person. He starts
saying that bigger been rejected loads of times.


‘Why Andrew? You're so handsome. I'd never reject you ', I have
faith that He smiles at me, biting his lip.

‘Oh, I don't know. Everything happens for a good reason right.
But let me know, you wouldn't reject me, might you Ana?' He said.


‘No, how could I?' , I replied

"So, you would not mind if I kissed you currently?' he said as I am far better him and kiss him.

‘When don't ask, do exactly it.' I reply.

‘I enjoy how you would think.' , he said.

While waiting, I start scrubbing my hindfoot in their leg, massaging it slowly. ‘What can you enjoy girls? And, Andrew, don't spare me the details.' I ask.

‘I like determined women. Someone to know whatever they want. Someone that won't say yes although I said yes. Someone who's not afraid when attemping interesting things,' he says. ‘I'm never afraid when trying interesting things, especially when it comes to making new things in the sack ', I intimate ‘And I like ladies who are direct, who cut with the chase, like you just did. Being
honest, it really is a huge turn on.
Jason commented on 18-Sep-2018 02:29 AM
iphone 8 plus caseiPhone x case icdabj 21008

Post a Comment




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