Many years ago, when we just started using the buzzword “big data”, a lot of people thought it’s the magic pill for all of their product or comapny failures, problems and future success. Most people still believe that vast amounts of data can provide better solutions than a person who doesn’t have it but knows human behaviour. But somehow we again don’t hit the sweet spot, why’s that?

If it were a logical answer, we would already have found the answer — Rory Sutherland

Further reading:

Stop Asking Users What They Want - https://goo.gl/UT4imc

Designing Perceptions Instead of Solutions - https://goo.gl/rGxPev

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