Interesting talk by Lee from
@whatusersdo at London Product Tank, aptly titled: ‘data driven nonsense’.
Main point: focus on customer insight, rather than data insight, as data is incomplete, incremental and open to interpretation. Use any tool to find the REAL ‘why’: live chat, guerrilla usability tests, speak to customer service staff and to ‘real’ people.
Example given was of a park, with nice paved alleyways and one trodden path. Big data will tell you, that if you make an alleyway wider, then 2% more people will walk on it. But it will not tell you why people are ignoring your alleyways and going across on the beaten path. For that you need ‘real’ insight’.
Also, interesting stat, according to Lee: 67% of users who start a purchase journey on a smartphone, finish it on a desktop.