Why Big Data Cannot Understand Consumers Why do you prefer watching a movie on Netflix over hearing the story’s plot from your friend? Why do we Indians, on meeting a stranger, first ask “Where are you from?” Big Data explains direct correlations from huge amounts of data. But, what is thick data and how does cultural identity impact consumer buying behaviour?
The human civilization is currently living and breathing big data and data-driven decision making. But is quantitative analysis enough to understand the core reason behind how consumers behave? What is…Read more »