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:
There's a cultural bias in business, tech and otherwise, against any information that can't be quantified—that is "soft," subjective, fuzzy. [...] But it is where good ideas come from—and while the data it relies on may not be reducible to numbers, there is actually nothing "fuzzy" about it.
The best CEOs can read a novel and a spreadsheet, Madsbjerg writes, while his overarching message is that we should not forget that companies are made up of people and their customers are people, too.
Don’t tell the true believers in silicon valley, but there’s an art as well as science to business.