The Virtues of Small Data

There is much written about Big Data these days as it really constitutes a new analytical platform to derive patterns, trends, and much more from the vast amount of data that is created everyday, every second.

But while these complex analytics on big data sets are compelling, they should not upstage the copious insights derived from small data, insights that are not available in big data. In particular, we are talking about the type of small data we collect and analyze done in the form of custom surveys to 300, 600, 1000, or 2,000 targeted respondents with a question design directly targeting the challenge at hand, and the ability to present very targeted stimuli. The analyzed results (at a 95% confidence level) are delivered in a report that is both understandable and actionable.