Are we asking the right questions about data?
summary
Argues that qualitative methods belong alongside analytics, using ethnography and anthropology to explain anomalies data alone misses. Cites a Velocity attendee analysis where numbers showed few retailers but interviews reveal retailer seasonality (locked down summer–Christmas) and tech intimidation, changing marketing plans. Gives a VMware book example where raw sales figures would have killed a title without contextual questions about authors and vendor momentum. Describes social media as perceived self vs elastic self, and an eight‑hour home ethnography as revealing hidden behaviors.
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chapters (7)
- 0:00Introduction
- 0:10Whats on your mind today
- 2:16Are we making the wrong conclusions
- 4:03Predicting the future
- 5:23How to approach data
- 7:34Social media
- 9:13People are different
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