Simon Roberts, the highly engaging, smart and easily approachable chair of the EPIC conference last week, was so absorbed with all the logistics that he didn’t find the concentration to speak his mind during the conference. Now that the conference is over (and well organised it was!), it took him less than a week to type out a long blog post to position his thoughts on Big Data. It’s a long read but very much worth it, and it starts off exactly with the right criticism:
“The discussion at EPIC 2013 disappointed me a little. It was either constrained by simplistic oppositions (big data good / nothing to fear vs. big data bad / end of our profession as we know it), impoverished by a general lack of ethnographic specificity and illustration, or absented to discuss the power relations that big data entails.
Most worrying for me of all of these was the lack of specificity in the discussion and the absence of discussion about power. “
Exactly my thinking as well. There is an asymmetry in power relations that requires serious reflection and analysis, and it was dearly missing, sometimes even actively sidelined – as if irrelevant for ethnographers. There is an ethical and even political side to Big Data, that we have to very aware of, as user researchers and as designers (i.e. the professionals that mediate the relations between corporations and people).
Very helpful are Simon’s four dimensions of Big Data which articulate this power imbalance in more detail:
He uses the example of the driving style tracking device that an insurance company installed in his car to raise some very good questions.
His three challenges (on incentive structures, interaction design and business risks) are spot-on. Read, read, read!
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]
This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]
Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]
Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]
One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]