Abstract:

The challenge of bringing together two seemingly contrasting worlds of Big Data and Qualitative Analysis is the focus of this presentation, which examines how the Big Data world of size, dynamic data, vastness trends, patterns and predictions can combine with a contrasting world of in-depth enquiry, causality and descriptions. How qualitative analysis can address data diversity and bridge the socio technical gaps that quantitative analytics (regressions/ algorithms/ models) can’t address is illustrated. The need to adopt a new mindset, retain the quintessential research approach and suspend the ‘Traditional Qualitative Agenda’ to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.