Mind blown. We are in the future.
Social data is the new oil,” he says. “But in order for oil to be actually useful, we need refineries. Who is extracting stuff out of these raw data that allows us to get value out of it?
Does empathy research conflict with the trend toward “big data?” It’s true that there has historically been a split between quantitative market research and qualitative researchers or ethnographers. But is it necessary to disconnect the human stories from the data? Design researchers have recently begun bridging the gulf with what we call “hybrid insights.” It’s an approach that integrates quantitative research into human-centered design. Hybrid insights allow us to embed stories in the data, bringing the data to life. It brings the “why” and the “what” together.
Hybrid insights can include designing a survey in a human-centered way (for example, by being more thoughtful about how we ask questions and keep people engaged). Or it can mean more rigorous concept evaluation where we test prototypes with a large number of users to see if a certain direction merits more exploration.
Coupling insights based in empathy with analytic confidence within relevant target markets may be a way to take the best of both research approaches. So while we’re sure the big data trend will continue to grow, decision makers should be careful not to forget about the underlying human element.
Empathy is getting thrown around a lot these days. It is something everyone needs and are scrambling to add to their organization or approach. There is something worrisome about this. If it is something seen as a fad, then will the importance and process surrounding being empathetic be internalized?
As a anthropologist-sociologist, empathy comes out of a genuine curiosity to understand my peers and how they relate to their surroundings. There is no alter-motive to it. Yes, I have my own hypothesis, but typically that gets debunked or morphed in some way based upon what is seen or heard.
I do not, by temperament or inclination, gravitate towards Scandinavian countries. I am intimidated and made uncomfortable by safe, clean, orderly places where everything works and people seem creepily content.
I’m a guy who tends to fall in love with hot, messy, barely functional…
Check out my City Guide to Chicago shot by the amazing dudes at Kloss Films.
We stopped at my favorite hang out spots:
Big thank you to Marten at H&M for the opportunity.
Which-50: Analysis paralysis: Almost all companies lack systems and processes to operationalise insights - study →
Companies are drowning in data, but more than 90 per cent of those surveyed for a recent global study lack the systems and processes necessary to address the problem strategically. That is a key finding of Teradata’s global “2013 Data Driven Marketing Survey”
The researchers say companies…
Research Reveals Most Influential Social Media in B2B Buying | Social Media Today
1. Industry Forums Are The Most Used Social Channels: Where social media was used by B2B buyers, the social channel they used most frequently was industry forums as shown below. They also ranked industry forums as the most influential source of information in the buying process.
2. Websites Are The Most Used Source Of Information: When researching companies most B2B buyers start with the company website and use this more than any other source of information as seen below. In the sample few people used social media as a source of information although they did seek and receive advice from friends.
3. Advice from friends is the most influential information source: Whilst company websites were the most used source of information, it can be seen from the above chart that advice from friends was the most influential.
"Historically, women have been especially avid users. Between December 2009 and December 2012, women were significantly more likely than men to use social networking sites in nine out of ten surveys we conducted. During this period, the proportion of women who used social media sites was 10 percentage points higher than men on average. When we include earlier surveys and our latest reading (spanning May 2008 through May 2013), the average difference falls slightly to 8%. Currently, three-quarters (74%) of online women use social networking sites."
8%: The average gap between the proportion of men and women who use social media
It’s a woman’s (social media) world | Pew Research