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:
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