The human insights missing from big data | Tricia Wang

Why do so many companies make bad decisions, even with access to unprecedented amounts of data? With stories from Nokia to Netflix to the oracles of ancient Greece, Tricia Wang demystifies big data and identifies its pitfalls, suggesting that we focus instead on "thick data" -- precious, unquantifiable insights from actual people -- to make the right business decisions and thrive in the unknown.

The TED Talks channel features the best talks and performances from the TED Conference, where the world's leading thinkers and doers give the talk of their lives in 18 minutes (or less). Look for talks on Technology, Entertainment and Design -- plus science, business, global issues, the arts and more.

[andresorozco]

I'm studing anthropology in a country with almost inexistent funds for social sciences studies and with a very narrow view of how anthopology must be applied, but, watching this video has opened my eyes. My career is not useless or limited as many people had told to me all this years, but it has many possibilities, outside what my university aims to, and that I can do bigger things. Thank you, TED!

[JoshuaOtusanya]

*TED! You've motivated me to start YouTube and I'm only at 2, 997 but I'm loving making videos a ton. Thank you!!*

[TheRealE.B.]

Big data without people who know who to read it is like the collected works of Shakespeare in a frat house.

[justbumblingalong]

Videos like this are exactly why ted is so brilliant and so important. Really great insights and so well presented. Keep doing what youre doing!

[Telltaletracks]

What was that bit near the end about the NSA skynet and thousands of deaths in Pakistan? I'm definitely missing something...

[moodbit]

So true! Processing data to become relevant information is key!

[rinserofwinds]

Is "thick data" anything else than qualitative data?

[thekaizenproject]

Well yes, statistics don't show individual stories and therefore don't always reveal the entire story.

[NeonsStyleHD]

Perfect example is Google/YouTube. Is using filters that give people things they've already seen a good idea? Now we have the stupidest net where it's hard to find anything anymore. Then the last few days, YouTube changed background colour to pure white, so now you can't see if a which tab you are currently on. Stupid programmers/system analysts.

[brendarua]

Nicely done, Ms. Wang! Thank you for sharing.

[spockrising]

I have a solution to all of our problems. Stop micro managing humanity, your causing great harm. I hear this, "We cant read all the data. How can we efficiently exploit people?" Just how much soul are you willing to exchange for market viability?

[MegaJorn]

Any links to the sources of these claims? 73% not profitable etc. I'm doing a school project about big data.

[JulianeRotondo]

Estudar muito para ser uma referência na minha área de atuação e um dia ter oportunidade de palestrar na TED.

[shway]

HARD data, BIG data... and now, THICK data

[drsquirrel]

The graph shows Symbian, not Nokia. Whilst Nokia was in with Symbian, the big drop was also due to others moving from Symbian to Android.

[Grazikon]

Binge-watching, in addition to smartphones, is not necessarily beneficial to humanity; it creates a lazier, more distracted society, engrossed in their screens instead of talking to each other.

Sure, these things improve the numerical gains of the companies, but at the expense of having a negative effect on society.

So, in the end, you need to look at the thick goals as well. Not just having numerically big goals of 'we''ll earn this much', but actually having value-, result-driven, ethical practises that produce a better society.

[rockshankar]

This phase is inevitable.. future is kinda scary that you are sucked into this system, and it will kill you if you don't.. everything happening around you has indirect monetary profit. It includes how a person, think, behave..

[imanimalaika]

Anecdotal data can also be used to reinforce bias depending on the selection process. I see this cherry-picking all the time in political speeches.

[mrmslv]

so she pretended to be a low income person? lmao okay

[slipperyeel]

This just in: the Grecian oracle absolves me from having to make my deterministic understanding of the universe