The document discusses how big data and facial coding can be used together to gain deeper insights into human behavior. It explains that while big data provides a large volume of information, facial coding can help make big data more useful by quantifying emotions and revealing personality traits. The document also presents examples of how facial coding data on emotions and traits can segment populations into meaningful groups and predict consumer behavior better than traditional demographics. Finally, it argues that combining big data with facial coding allows marketers to understand people on a deeper level beyond just online behaviors or social media chatter.