Small Data Is Vital To Understanding The Why

Today, big data has the perception of being some of the most important information that organizations can have.

For example, let us use a product as simple as a chair. Using big data that is captured quantitatively across a large population, we can determine what color is the most the popular choice in the Middle East, the Pacific Northwest, or the Scottish Highlands. We can determine how long and how wide that chair should be in order to maximize profits. Think of a metric and big data can tell you what to do. What types of materials should be used, the specific incline of the chair, the angles that it utilizes, and among many more intricacies big data is able to tell us what is the most profitable way to sell, market, and make that chair. Algorithms exists in order to cast wide nets on consumer thought.

That net doesn’t capture everything however. It does not capture the why. The why is by far the most important essence and piece of information in order to understand people and consumers. Small Data captures the reasoning for why people believe in the things that they do, and why they prefer the things that they do. Understanding the why is much more difficult than the what.

Why are certain colors less popular in the Middle East than in America? Why does the definition of quality differ from region, age, generation, race, or any other metric that we can come up with? Why do the cultural differences between nations exist? Why does our perception of products change of time?

Why do people disagree?

Small Data goes beyond surveys and other quantitative forms of data collection. Using qualitative methods, we can identify the why. Engaging with individuals and asking them questions that go beyond surface level can do just that. Focusing on the why not only helps us understand the changing landscape of the economy and business, but also in every other aspect in our lives. Small Data is able to capture the emotional value an individual's holds.

Creek Consulting takes this approach and applies it to how we can help our communities. Through our processes, we can capture the why in what people truly think about issues that affect them. Leaders in your community should care not only what you believe in and how you behave, but why you are who you are. Our facilitators do just that, and we will make it so that you, as an individual, are heard and listened to. We want to understand the why.