By Scott Etkin, February 13, 2014
In a podcast for Data Informed, Christian Madsbjerg and Mikkel B. Rasmussen, co-founders of the ReD Associates consultancy, discuss how big data is an insufficient tool for understanding customers. They argue that an approach that incorporates human sciences can provide a more complete picture of people and their motivations. In the podcast, Madsbjerg outlines the five-phase approach for “sensemaking” and the importance of “thick data.”
Listen to the full talk here:
Christian Madsbjerg gives examples of data's use and abuse in a recent conversation with Alastair Dryburgh.
Christian Madsbjerg talks about the impact it has, when CEOs observe and listen to their customers as fellow human beings, and provides advice for how entrepreneurs can utilize the thinking behind Sensemaking to improve their own business.
Christian Madsbjerg talks about the role of design, the dangers of relying on focus groups and how anthropology is the most brutal cost reduction tool in the world.