Big Data & Thick Data
Big Data are large samples of quantitative data that’s useful for showing who said (or did) what, where and when - but it doesn’t reveal why. And with no understanding as to why people act the way they do organisations will continue to struggle to know how to respond effectively.
Thick Data are smaller samples of qualitative data revealing the underlying attitudes and emotions shaping people’s behaviour and action. It enables early detection of weak signals of emerging opportunities and threats - rather than assuming the future is only an extension of the past.
Big Data is Only Half the Data Marketers Need