Heard Enough About Big Data? Try Little Data Instead

While collecting more data over time helps to fill in blank spaces and turn unresolved questions into answers, firms can and should take action on key learnings they uncover in their Little Data research projects, especially when the feedback is consistent and provides detailed guidance on next steps. Always waiting for more and better data will only frustrate buyers and allow competitors to take advantage of indecision and inaction.

What a Survey Can’t Tell You

Is it any surprise that’s where they gravitated? They were trying to understand complex issues which required understanding nuances, not just percentages and volume data. But because the research tool didn’t give what they needed, “fix your cloud services” had to be extrapolated out to an action plan that was inevitably based more on the company’s perception of the problem rather than the customer’s.