“Relying on Big Data alone increases the chances we’ll miss something, while giving us the illusion we know everything.”
—Tricia Wang, Technology Ethnographer
This TED Talk by technology ethnographer Tricia Wang discusses the $122 billion industry that has sprung up around Big Data. She notes that investing in Big Data is easy, but actually using it can be hard. She advocates qualitative data gathering to help inform decision-making that seeks to use Big Data, because applying data to predict behavior in contained systems is vastly different than applying it to dynamic systems—such as trying to determine what people want and how they will respond.