Having lots of data can be overwhelming or have little utility
if the data are thin—that is, they lack meaning for users or fail to capture issues that matter most.
Organizations may sometimes have big data on things that do not really
matter and yet lack data on issues that matter most. 🤔
If big data reflects volume, velocity, and variety for items that can be counted,
thick data concerns information about the significance, meaning, and connections that humans assign to services or technologies.
In reality, these assumptions could be 💯 WRONG 😬
Leading to projects & designs that don't work in practice
Surveys that don't make sense to users
Wasted effort, confusing results
👉 Identify problems that matter to users
Don't ASSUME, instead ASK 💬
See world through users' eyes 👀 What others care about may not be what you care about because our life experiences are so different.
- Rural livelihood projects #globaldev
- Generating indicators
- Public communication campaigns
- And of course, social science research!!!