To begin with, Big Data delivers thin data. In the social sciences, we distinguish between two types of human behavior data. The first—thin data—is from digital traces: He wears a size 8, has blue eyes, and drinks pinot noir. The second—rich data—delivers an understanding of how people actually experience the world: He could smell the grass after the rain, he looked at her in that special way, the new running shoes made him look faster.
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From my experience, he drinks pinot noir says a lot more about the person than whether he looked at her in that special way.
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