THICK DATA ANALYTICS: A HUMAN CENTRIC APPROACH FOR UNDERSTANDING CONSUMER INSIGHTS

Published 28 FEB 2019 •  vol 12  •  no 2  • 


Authors:

 

Sabah Mohammed, Lakehead University, Canada
Jinan Fiaidhi, Lakehead University, Canada
Sami Mohammed, University of Victoria, Canada

Abstract:

 

Gartner predicts that in 2017 that 60% of all big data projects fail. As bad as that sounds, the reality is actually worse. The big data projects failed because of the obsession with quantitative data at the expense of qualitative consumer centric data. Thick data puts more weight on the qualitative data to provide the context that enables the business to understand consumer insights. Based on thick data analytics, one can understand the quirks of human behavior to predict how an individual’s relationship with the business service or product will evolve over time. Without this understanding, quantitative patterns that the business may uncover that suggest people will behave in a certain way could be based in a world that no longer exists. This paper highlights the main approaches that any business can use to uncover thick data in order to understand the consumer’s insights.

Keywords:

 

Thick Data, Consumer Insights, Human Centric Approaches

References:

 

[1] Wang, Tricia, Why Big Data Needs Thick Data, Medium.com blog, Jan 20, 2016, Available Online: https://medium.com/ethnography-matters/why-big-data-needs-thick-data-b4b3e75e3d7.
[2] BRAND MINDS, Why did Nokia fail and what can you learn from it? Jul 24, 2018, Available online: https://medium.com/multiplier-magazine/why-did-nokia-fail-81110d981787.
[3] Kit Smith, How to Understand and Influence Consumer Behavior, Brand Watch, October 28th 2016, Available Online: https://www.brandwatch.com/blog/how-understand-influence-consumer-behavior/.
[4] Laurence Goasduff, Taking a First Step to Advanced Analytics, Garthner, September 15, 2015, Available online: https://www.gartner.com/smarterwithgartner/taking-a-first-step-to-advanced-analytics/.
[5] Matt Asay By Matt Asay, Tech Republic, November 10, 2017, in Big Data on November 10, 2017, Available Online: https://www.techrepublic.com/article/85-of-big-data-projects-fail-but-your-developers-can-help-yours-succeed/.
[6] James Ovenden, Why Big Data Needs Thick Data, Innovation Channels, 2018, Available Online: https://channels.theinnovationenterprise.com/articles/why-big-data-needs-thick-data

Citations:

 

APA:
Mohammed, S., Fiaidhi, J., & Mohammed, S. (2019). Thick Data Analytics: A Human Centric Approach for Understanding Consumer Insights. International Journal of Control and Automation (IJCA), ISSN: 2005-4297 (Print); 2207-6387 (Online), NADIA, 12(2), 27-32. doi: 10.14257/ijca.2019.12.2.03.

MLA:
Mohammed, Sabah, et al. “Thick Data Analytics: A Human Centric Approach for Understanding Consumer Insights.” International Journal of Control and Automation, ISSN: 2005-4297 (Print); 2207-6387 (Online), NADIA, vol. 12, no. 2, 2019, pp. 27-32. IJCA, http://article.nadiapub.com/IJCA/vol12_no2/3.html.

IEEE:
[1] S. Mohammed, J. Fiaidhi, and S. Mohammed, " Thick Data Analytics: A Human Centric Approach for Understanding Consumer Insights." International Journal of Control and Automation (IJCA), ISSN: 2005-4297 (Print); 2207-6387 (Online), NADIA, vol. 12, no. 2, pp. 27-32, Feb 2019.