Thick Data For Rich Insights
Big Data shows who said (or did) what, where and when —but doesn’t reveal why. With no understanding of the underlying attitudes driving people's behaviour organisations won't know how to respond.
Thick Data works with smaller sample sizes revealing the hidden, emotional factors shaping people’s actions. It supports early detection of weak signals of emerging opportunities and threats, so you're not left guessing about what the future will bring. Big Data is Only Half the Data Marketers Need