From here comes this insight.
Working with multinationals as a management consultant, I have chased big data insights all my life and have never found them. What I have learned, however, is that local data has a lot of value. Put another way, big data is pretty useless, but small data is a rich source of insights. The probability of discovering new relationships at a local, highly contextual level and expanding it to universal insights is much higher than of uncovering a new law from the massive crunching of large amounts of data.
As someone that has been a little skeptical of "big data" I find this confirms what I have seen as well.
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