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:
Don’t tell the true believers in silicon valley, but there’s an art as well as science to business.
What Silicon Valley is missing is an understanding of people—what is meaningful to them, the way they live their day to day lives, what would make a difference for them on an ordinary Tuesday in Phoenix or Shanghai. There is a dearth of deep, nuanced cultural knowledge in tech. Luckily, there is an app for that: reading.
BBC Business spoke to Christian Madsbjerg, about affective computing as more consumer electronics propose to use such technology.