"“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.
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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.
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Think of your customers as individuals, not data sets.
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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.
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Put on your anthropologist hat.
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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.
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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)
Trecho retirado de "Your Customers Aren't Data -- They're People"
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