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:
Madsbjerg argues that unless companies take pains to understand the human beings represented in their data sets, they risk losing touch with the markets they’re serving.
ReD has led a “quiet revolution” in business theory by focusing on immersion in the day-to-day world of the customer rather than taking a distant, data-driven approach. The firm places phenomenology – the science of how people experience the world – at the centre of its method.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.