Video: The human insights missing from big data

Unlocking human truths can be the catalyst to the greatest innovations. Tricia Wang explains the enriching value of a phase often overlooked in the UX process - user research, and specifically, ethnographic research. A phase pushed aside for many reasons, budget, time, and sometimes a disconnect with its value in the process of designing something great. Many times this can be detrimental. Ethnographic research can guide us towards what could be - aptly explained in this inspiring talk which leaves you thinking about data and insights a little differently: