When Big Data Nearly Killed the Black Forest

In every aspect of business right now, companies collect data until they see a pattern that appears statistically significant, and then they use that tightly selected data to drive decisions. The problem is, we assume that the data has merit, that it is objective, and that it holds the answers that will change the way […]

Shades of Blue: Marrying Art and Science

When chemists at Oregon State University discovered a brilliant new blue pigment serendipitously, they were not thinking about creating art. But in a true art meets science moment, an applied visual arts major bean using the blue pigments in her artwork as part of an internship in Subramanian’s laboratory. This was also her first foray into the world […]

Big Data vs. Insights

Over the last 20 years and the emergence of digital as a central element behind marketing and advertising, the industry had gotten smarter and smarter, creating an expanded set of new metrics: dynamic segmentation modeling, click-through rate, impression share, engagement rates, share of voice, bounce rate, etc. Even with these, it is still very hard […]

Finding Balance: Data, FIeldwork, and Creativity

There is perhaps nothing new about the ongoing battle between data and qualitative work, and the influence they have on creativity and design. Data is everything, creativity is dead vs. the argument that creativity is paramount and data is a distraction. Neither position is true, though there is some truth in each argument. The goal […]

Data, Advertising, and the Death of Forests

In every aspect of business right now, companies collect data until they see a pattern that appears statistically significant, and then they use that tightly selected data to drive decisions. The problem is, we assume that the data has merit, that it is objective, and that it holds the answers that will change the way […]

Doing Microethnography

Microethnography is a powerful method of research for studying practices in dynamic social systems where interactions reproduce unexplored or poorly understood conditions. It is a powerful intervention for discovering, making visible, or getting at what is happening as it happens in the interactions. Analyzing moment-to-moment interactions enables a better understanding of practices and expectations in […]