Why Big Data Needs Thick Data
Tricia Wang

Culture partitions data spaces. We cannot communicate across cultural boundaries. Ethnography should not see itself in some competition with data fusions. Ethnography gets the job done where data cannot.

Yes, business people are quants, because their training and selection makes it so, but running a business does not depend on the quant view. Business has been in decline for decades. Data won’t save business.

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