Thick data - Glossary

Thick data refers to the rich qualitative insights that offer depth and context to what raw numbers alone can’t capture. While big data provides vast volumes of data points thick data delves into the why and how behind those numbers. Imagine a company observing a sharp decline in online sales. Big data would highlight the trend but thick data—the stories gathered from customer interviews observations and anecdotes—might reveal that the website's user experience is frustrating or that the product descriptions lack clarity. By embedding themselves in the day-to-day experiences of their customers businesses glean deeper actionable insights. Think of it as reading between the lines to truly understand human behavior. Thick data complements big data ensuring companies are not just data-driven but insight-driven empowering them to make informed decisions that resonate with their audience.