"“Big Data” is the phrase du jour — it’s no secret that data can serve as a powerful and practical resource for understanding consumer behavior. But it must be used in the proper context, or else it can distance companies from those they wish to understand.
A common problem arises when corporate innovation teams over-rely on data to uncover new insights about customers, or understand user behavior on a deeper level. They become seduced by numbers, convinced that statistics reveal indisputable truths about target-market behavior.
Think of your customers as individuals, not data sets.
In the early days of developing a new product or service, seek depth over breadth. Move beyond large surveys and customer data sets, and have long, open-ended conversations with 10 current or potential customers about their experiences with your product and competitors’ products.
Put on your anthropologist hat.
Here is a human truth: People say one thing, but do another. Because of this, it’s imperative that you observe your customer in the wild, exploring their behavior in the context of their everyday lives.
Don’t get us wrong — it’s terrific to have big data. It points you in the right direction and helps you hone in on a problem to solve. But to get the texture and nuance that leads to innovation, you need to have direct experiences with the individuals whose problems you’re solving."
Em linha com o que ao longo do tempo aqui tenho escrito sobre os perigos do Big Data:
- Curiosidade do dia (Maio de 2013)
- Big Data (Junho de 2013)
- Big Data, pois (Outubro de 2013)
- Big data e PMEs (Dezembro de 2013)
- Cuidado com o Big Data (Abril de 2014)