To begin with, Big Data delivers thin data. (…) Big Data focuses solely on correlation, paying no attention to causality. What good is thin “information” when there is no insight into what your consumers actually think and feel?
Big Data Gets the Algorithms Right but the People Wrong
“Qualitative research is uniquely positioned to uncover the true drivers of consumer behaviour, but can only do so if it starts to look beyond our articulated wants and needs.”
Research excellence – The value of context, or what qualitative research can learn from behavioural economics (PDF)