"There is an assumption that large volumes of data will reveal unseen patterns and opportunities in the future, and that therefore it is better to collect everything now and figure out the value later. This sets up the organization to devote resources to refining and optimizing what it knows, rather than exploring what it doesn't."
"Organizations may start out with good intentions, but they too are drawn to decisions that appeal to their, and our, weaker selves."
"All data, no matter how it is collected has a cost. In practical terms, this means data takes time and effort to collect, manage, store, and maintain. There is also the weight of expectation, of having collected data and falling short of realising organization, data abundance leads to short-term decision-making over a longer-term strategy."
"Any attempts to skip over, or get away with, data consent reveals the true intent of the team."
"Intent is the most important aspect of data collection, and the first to suffer once the organization looks to scale collection. Compromise on intent, and the data set will become tainted, contaminating everything it touches. "
"The first trajectory is tools or features that allow the team to transcend time and space, putting them into a specific context from wherever and whenever they are. While they make the world seem smaller, more present, they are inherently limited by what they set out to capture. The broader the team's life experience, and exposure tot he nuances of the world, the greater understanding of what the technology does not reveal. The ability to run successful remote research is significantly increased by having prior research experience at the locale in which the research is taking place."
"The second trajectory is the mining of historical data to make accurate predictions about what is going to happen next. The risk with this approach is that it will deliver sufficient short-term value (of things that are known and measurable) but mask longer-term risks (of things that are not yet known and therefore not measureable)."
"The constant in all this- one that also serves as a mantra when we're studying people- is that every new technology amplifies existing behaviours and, reinforces prejudices, rather than replacing them."
The ideas around how to design field research in this book are interesting. They focus a lot on the qualitative realm and are somewhat dismissive of the quantitative one. Instead of these being at odds with each other these two methods of study are really complementary. Embedding involved people in the field can lead to biased results but it can also lead to very deep and interesting ones. Following that qualitative study with good quantitative research can help put those observations on a firm footing and outline limitations.