What Is Thick Data and Why Is It Important for Business?

TL;DR

Thick data refers to qualitative insights about human behavior that help businesses understand the real needs and desires of their customers. By utilizing anthropological methods and exploring the contexts of people's lives, companies like Lego have innovated successfully by focusing on mastery, hierarchy, and challenges in play rather than solely on quantitative metrics.

Transcript

MIKKEL RASMUSSEN: Hi, my name is Mikkel Rasmussen and this is my partner, Christian Madsbjerg. And tomorrow we are launching a book called "The Moment of Clarity." It's a pretty exciting book. It's about people. It's about how to understand people, how to understand who we are as people, really understand your customers-- not so much what they thin... Read More

Key Insights

• 👯 Human behavior can be better understood through thick data, focusing on the worlds people inhabit rather than just individuals.
• ❓ Companies like Lego have successfully innovated by studying human behavior and incorporating mastery, hierarchy, and challenges into their products.
• ❓ Anthropological methods, such as ethnographic data gathering, are effective in collecting thick data and understanding human behavior.

Questions & Answers

Q: How do Mikkel and Christian suggest overcoming bias while studying human behavior?

Mikkel and Christian acknowledge the presence of biases and suggest being aware of them while analyzing data. They emphasize the importance of working with biases and adjusting for them as much as possible.

Q: How do they recommend persuading bottom-line-focused leaders to shift their perspective towards understanding human behavior?

The speakers suggest that leaders tend to listen when they are in trouble, and if presented with a compelling case using thick data, they may be more receptive to shifting their perspective towards understanding human behavior.

Q: What is the process of collecting thick data?

The methodology involves using ethnographic data gathering techniques, which include in-house, in-context interviews, observing how individuals interact within their worlds, and studying the roles and identities within those worlds to gain a deep understanding of human behavior.

Summary & Key Takeaways

• Mikkel and Christian discuss the importance of understanding human behavior through thick data.

• They share examples of how companies like Lego used this approach to innovate successfully.

• The methodology involves studying not just individuals but the worlds they inhabit to gain profound insights.