Why Big Data Needs Thick Data


Tricia Wang calls herself a tech ethnographer. In her role, she observes people and consumers (often by living with them or as them) to understand how technology impacts their lives. In this path breaking article, she emphasizes how relying only on 'big data' is leading to sub-optimal decision-making by organizations.

She advocates the use of 'thick data' along with big data to make better decisions. What's thick data you ask? Give this article a spin to find out more.


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