Summary of The human insights missing from big data | Tricia Wang

Summary of "The Human Insights Missing from big data" by Tricia Wang

Main Ideas:

• Historical Context of Decision-Making:

  In ancient societies, people consulted oracles for guidance on significant life decisions, reflecting a deep human desire for assurance in uncertain futures.

• Modern Oracle: big data:

  Today, big data serves as our oracle, providing insights for various decisions, from logistics to health predictions. Despite its vast size, the effectiveness of big data is often low, with over 73% of big data projects failing to be profitable.

• The Disconnect Between Data and Decisions:

  Many organizations struggle to translate big data into actionable insights, often relying solely on quantitative data while neglecting qualitative insights that can provide context and understanding.

• Case Study: Nokia:

  Wang shares her experience at Nokia, where her qualitative research revealed a growing demand for smartphones among low-income Chinese consumers, insights that were dismissed by Nokia due to their reliance on large-scale quantitative data.

• Quantification Bias:

  There exists a bias towards valuing measurable data over qualitative insights, which can lead to poor decision-making and a failure to recognize emerging trends or needs.

• Integration of Big and thick data:

  Wang advocates for the integration of "thick data" (qualitative insights) with big data (quantitative insights). thick data, gathered through ethnographic methods, provides depth and context that can enhance understanding and decision-making.

• Example: Netflix:

  Netflix's hiring of an ethnographer led to the discovery that users enjoy binge-watching, which informed their business strategy and transformed user experience.

• Implications of Data Usage:

  The integration of thick data is crucial, especially in sensitive areas like predictive policing and healthcare, where biases in big data can have serious consequences.

• Call to Action:

  Wang urges organizations to combine big data with thick data to improve decision-making and outcomes, stressing the importance of understanding human narratives alongside numerical data.

Methodology/Instructions:

• Integrate big data and thick data:
  • Employ ethnographers and user researchers to gather qualitative insights.
  • Use thick data to provide context for quantitative data.
  • Continuously ask "why" to understand underlying human behaviors and motivations.
• Avoid Quantification Bias:
  • Recognize the limitations of purely quantitative data.
  • Encourage a culture that values qualitative insights alongside numerical metrics.
• Learn from Successful Examples:
  • Study cases like Netflix, where the integration of qualitative insights led to significant business transformations.

Featured Speakers/Sources:

• Tricia Wang - Technology ethnographer and speaker.
• Nokia - Company referenced for its failure to adapt to emerging smartphone trends.
• Netflix - Example of a company successfully integrating thick data to improve user experience.

Notable Quotes

— 09:50 — « It turns out that the oracle of ancient Greece holds the secret key that shows us the path forward. »

— 10:27 — « She was high as a kite! »

— 11:50 — « This is precious data from humans, like stories, emotions and interactions that cannot be quantified. »

— 14:32 — « By integrating big data and thick data, they not only improved their business, but they transformed how we consume media. »

— 15:32 — « It is likely that all of us will be impacted by the quantification bias. »

Category

Educational

Video