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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
Kalemon.net commented on 17-Sep-2018 03:13 AM
Isn't it better to $10 - $30 to fulfill real
people trying to find love, rather than to spend time with folks
attempting to scam us, or maybe get us into bed. Among them, the most publicized match-making group
were the so-called Moonies. Even interracial, military and also the disabled can find online dating becoming
a more viable option these days.
nike Air vapormax flyknit commented on 17-Sep-2018 03:16 AM
Though you stay steady on the elliptical trainer, it is nonetheless essential to guard your feet with shoes that are appropriate in your stage of pronation,
which is the inward roll of your foot that takes place from touchdown to push
off.
james harden shoes commented on 17-Sep-2018 03:28 AM
However while criticism of Stephen Curry's Curry 2's tended to concentrate on them being shoes for
nurses , Harden's kicks are evoking a variety of digs.
kyrie irving shoes commented on 17-Sep-2018 03:34 AM
Running shoes are designed to supply you maximum consolation while operating
and handle all the stress that's exerted on your ft and legs whereas working.
nike Vapormax commented on 17-Sep-2018 03:48 AM
This article discusses applicable shoewear
based on foot mechanics and anatomy and the probable overuse of motion management footwear.
anchortext commented on 17-Sep-2018 03:50 AM
So if you're expecting lots of help, be aware that this isn't
always forthcoming. The goal would be to find a strategy to provide
a complete response, all while focusing on as small an area of investigation as possible.
Remember that if you are new at college you'll only improve in case
you practice, so strive on each assignment as you may be enhancing your academic
ability as a copywriter with each one.
Обяви За Компаньонки Плевен commented on 17-Sep-2018 03:51 AM
My spouse and I stɡumƄled over here from a different web
addresѕ and thought I may as ᴡell check things
out. I like what I see so now i am following you.

Look forwɑrd to going over your web page again.
Celia commented on 17-Sep-2018 03:56 AM
Your posts is very interesting.

Feel free to surf to my webpagebest sound quality
kobe 12 commented on 17-Sep-2018 04:22 AM
The entire sneaker is geared at allowing golfers to walk
incessantly and preserve the foot padded while doing swing
movements.
kobe bryant shoes commented on 17-Sep-2018 04:23 AM
These sports activities sneakers can also be teamed
up with casual outfits and this definitely gives an enhanced look.
Beth commented on 17-Sep-2018 04:29 AM
Hello great blog! Does running a blog similar to this
take a massive amount work? I have absolutely no knowledge of programming however I had been hoping to start my own blog
soon. Anyway, if you have any ideas or techniques
for new blog owners please share. I know this is off topic nevertheless I simply wanted to ask.
Thanks!
Jamison commented on 17-Sep-2018 04:39 AM
thank a lot for your site it assists a whole lot.

Here is my weblogtypes of accessories
Mi Uncontested divorce commented on 17-Sep-2018 04:40 AM
Hi there it's me, I am also visiting this web page on a regular basis, this web page is really nice and the users
are really sharing good thoughts.
Kaley commented on 17-Sep-2018 04:47 AM
Excellent, what a blog it is! This website gives valuable information to
us, keep it up.
Some Russian women are known for their promiscuity, just like Russian men are known for drinking.
They are actually quite adjusting and unlike the women from developed parts of the planet, they do not throw
tantrums about. Before the Internet, men in the United States met Filipino
women through picture personals companies.
Gus commented on 17-Sep-2018 04:56 AM
Domain Name from the exact same registration company.
Angka Jitu Togel Sydney commented on 17-Sep-2018 04:59 AM
magnificent issues altogether, you just gained a new reader.
What would you suggest about your put up that you just
made a few days ago? Any sure?
Russia commented on 17-Sep-2018 05:10 AM
Isn't it preferable to $10 - $30 to fulfill real people
trying to find love, rather than waste time with people
wanting to scam us, or simply get us in to bed. He has never mentioned this since
you met anf the husband doesn't know how you feel about it.
But they aren't always welcomed in the lucrative professional jobs they are suited for.
Lane commented on 17-Sep-2018 05:12 AM
Domain are the names of sites on the Web.
nike vapormax commented on 17-Sep-2018 05:14 AM
Women who have been running a yr within the shoe or the predecessor
stated that the working was comfortable and stable.
Alena commented on 17-Sep-2018 05:19 AM
Short domain names are better than long domain names.
Cyber security News Today commented on 17-Sep-2018 05:29 AM
Howdy! Would you mind if I share your blog with my twitter group?
There's a lot of folks that I think would really enjoy your content.

Please let me know. Thank you
anchortext commented on 17-Sep-2018 05:47 AM
(iii) You account on your work, so maintain a professional attitude while confronting your customers.
Cross out any irrelevant ones making your very
best self to put them in a logical order. Remember that should you be new at college
you'll only recover if you practice, so work tirelessly on each assignment
as you'll be giving you better academic writing skills with each one.
domain names that end in .edu are commented on 17-Sep-2018 05:50 AM
5. Go for trusted domain name registration business.

Post a Comment




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