about people than ever before, but to assume that we therefor understand people
is a mistake that more and more companies seem to make.
Engagement at Peppercomm and co-author of 'Spreadable Media: Creating Value and Meaning in a Networked Culture,' who warns his clients
not to get too hung up on numbers at the expense of insight. Or worse yet: to
confuse the two.
concern I have is what's missing from the data? What gets boiled
out when you reduce people to numbers'? Ford asked.
great advantage: It's scalable, it's intelligible, you can do something with it
and it sounds so precise and concrete,' Ford added. 'But there's a whole lot of
messiness about human communication that gets eliminated in the process.'
data about people may have actually reduced our capacity to understand them if
for no other reason than by lulling us into a false sense of confidence in the sheer
volume of information at our disposal.
become so enamored with the amount of data that we collect that we have started
to convince ourselves that that data can say everything about the human beings that
the data is supposed to represent,' Ford said.
things it doesn't; we extrapolate its meaning,' he said.
Ford discusses why companies need to rely less on 'hearing aids' and brush up
on active listening.
FEI's YouTube Channel or watch below!
and experts at the forefront of innovation.
of Innovation conference'taking place May 18-20 in Boston.
ABOUT THE AUTHOR / INTERVIEWER
Marc Dresner is IIR USA's sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a publication for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.