Sitting in the crows nest: A vision of qualitative research in the era of big data
•Download as PPTX, PDF•
2 likes•383 views
by Colin Strong, Managing Director, GfK Business & Technology, UK
Recommended
Recommended
More Related Content
Similar to Sitting in the crows nest: A vision of qualitative research in the era of big data
Similar to Sitting in the crows nest: A vision of qualitative research in the era of big data (20)
More from BAQMaR
More from BAQMaR (20)
Recently uploaded
Recently uploaded (20)
Sitting in the crows nest: A vision of qualitative research in the era of big data
- 1. THE CROWS NEST @COLINSTRONG © GfK 2013
- 2. Just how big is Big Data?: © GfK 2013
- 3. [There is a] widespread belief that large data sets offer a higher form of intelligence and knowledge that can generate insights that were previously impossible, with the aura of truth, objectivity, and accuracy’ © GfK 2013
- 4. As our lives are increasingly datafied then do we need research any more? © GfK 2013
- 5. Does more data = more findings? © GfK 2013
- 6. So how about our judgement? © GfK 2013
- 7. So how about our judgement? Just how good are we at seeing patterns? © GfK 2013
- 8. Fallacy patterns: © GfK 2013
- 9. “It is questionable whether any computer will be able to capture the subtlety and personalisation that real human beings demonstrate across social contexts. Simply finding correlations is often not enough, an understanding of the context, the category and consumer behaviour is needed to make sense of the correlations within the data”. © GfK 2013
- 10. #1: Qualitative researchers as guardians of the consumer context © GfK 2013
- 11. The rise of reductionism © GfK 2013
- 12. Alternative metaphors for the brain © GfK 2013
- 13. Just who are data scientists? © GfK 2013
- 14. It’s the qualitative….researcher’s job to investigate the things for which there are no easy measurements. They are the only instrument out there for measuring human responses to a product in a human way, something that numbers can’t do. At least not yet. © GfK 2013
- 15. #2: Qualitative researchers as guardians of complexity © GfK 2013
- 17. Explanation vs prediction Are you ready for the fight? © GfK 2013
Editor's Notes
- If it were all printed in books, they would cover the entire surface of the United States some 52 layers thick. If it were placed on CD-ROMs and stacked up, they would stretch to the moon in five separate piles. In the third century B.C., as Ptolemy II of Egypt strove to store a copy of every written work, the great Library of Alexandria represented the sum of all knowledge in the world. The digital deluge now sweeping the globe is the equivalent of giving every person living on Earth today 320 times as much information as is estimated to have been stored in the Library of Alexandria.
- If it were all printed in books, they would cover the entire surface of the United States some 52 layers thick. If it were placed on CD-ROMs and stacked up, they would stretch to the moon in five separate piles. In the third century B.C., as Ptolemy II of Egypt strove to store a copy of every written work, the great Library of Alexandria represented the sum of all knowledge in the world. The digital deluge now sweeping the globe is the equivalent of giving every person living on Earth today 320 times as much information as is estimated to have been stored in the Library of Alexandria.