Thick data complements the more popular ‘big data’ (collected from large data samples), and when combined, they offer a complete view of the problem space in terms of what it is, how it occurs, and why it exists.
For organizations, big data offers quantifiable evidence from a broad sample size for informed decision-making. Alternatively, thick data offers qualitative evidence from a very small sample size, shifting the dataset from scale (macro trend) to uniqueness of experience (micro meaning) based on human motivations and choices.
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