Originally published on May 13, 2013 for Ethnography Matters, I’m republishing the post for the launch of the new Ethnography Matters Medium channel. I’ve written an updated introduction that provides a case study for what happens when a company is too deep in quantitative data. IDEO’s Elyssa He translated this article into Chinese, 大数据离不开 “厚数据”, published on 36kr. I’m continuously blown away by how much my original post in 2013 sparked a discussion about the integration of Thick Data and Big Data. In the later part of 2013, I keynoted the EPIC conference where I talked about the concept of Thick Data. Just last year, Word Spy created an entry of Thick Data, referencing my original post as the resurgence of the term. I’m still obsessed with understanding our bias towards the quantifiable, so I’ll be writing more on this topic at my other Medium publication, On Human-Centric Systems and on Ethnography Matters.