Still Human: How Ethnography Makes Sense of Data

Mar 13, 2017

9:30am – 10:30am CT

The age of big data heralded a new understanding of the world in which analyzing the past allows one to predict future behavior. But are humans really soulless piles of numbers ? Data excel at revealing correlation among behaviors, but what about causation? After all, there is a difference between knowing something – what – and understanding it – why. This is where the social sciences – particularly ethnography – become critical, providing us a deep and insightful vision of the why behind the numbers. Through examples, we’ll explore how big data and ethnography come together – across sectors as varied as retail and global health – to provide even greater insights than ever imagined.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Mike Griffin
Mike Griffin

Ricoh Innovations Corporation

photo of Henri Jeantet
Henri Jeantet

Unknowns Paris

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