Vivemos na era da Big Data, na qual o tempo inteiro nossas informações deixadas no mundo virtual são usadas como dados para criar novos negócios ou melhorar os existentes. As ferramentas de Big Data são de grande importância na definição de estratégias de marketing. Com elas é possível, por exemplo, aumentar a produtividade, reduzir custos e tomar decisões de negócios mais inteligentes.
O problema acontece quando as decisões são baseadas apenas nestes dados. Até porque, o que leva realmente uma pessoa consumir são suas emoções e necessidades. E por melhor que sejam os algoritmos, histórias, emoções e interações não podem ser quantificadas. Além disso, é muito fácil se perder no mar de dados que podem ser gerados. “Investir em Big Data é fácil, difícil é decidir o que fazer com esses dados”, diz a etnógrafa de tecnologia Tricia Wan. Em 2009, ela realizou uma pesquisa de campo para a Nokia, na qual identificou o desejo das pessoas pelo smartphone em uma época em que esse produto ainda não existia para consumo. A empresa não acreditou nesta informação, porque ela não vinha da big data. Todas as outras concorrentes lançaram o produto antes da Nokia, e o faturamento da empresa caiu drasticamente nos anos seguintes. “Amostras pequenas podem trazer muitos significados”, conclui Tricia.
O grande insight da Netflix
E são essas “amostras pequenas”, vindas de interação real e profunda com o público, conhecidas como small data, que tem ajudado as empresas a realmente inovarem.
Segundo Martin Lindstrom, especialista em pesquisa que esteve em mais de 2,000 mil casas e morou em mais de 77 países, “se olharmos para as 100 maiores inovações de nosso tempo, de 60 a 65% se basearam em Small Data”.
E esse número pode aumentar ainda mais se considerarmos a combinação entre os métodos: “a big data oferece insights em grande escala e ajuda a alavancar a inteligência das máquinas, enquanto a small data ajuda a recuperar o contexto perdido, o que torna a big data útil e extrai o melhor da inteligência humana”, conta Tricia Wan.
A Netflix é um bom exemplo deste caso. Nos seus primórdios, quando ainda não tinha um bom algoritmo de recomendação de filmes e séries, ela lançou um desafio: um prêmio de 1 milhão de dólares para qualquer um que pudesse melhorá-lo. Com os resultados obtidos, descobriram que as melhorias eram apenas incrementais. Para saber o que realmente estava acontecendo, eles contrataram um etnógrafo, chamado Grant McCracken para ter insights baseados em pequenos dados. E aí ele descobriu algo que os algoritmos não tinham identificado: as pessoas amavam fazer maratonas de séries e filmes. Elas nem se sentiam culpadas por isso. Depois de ter esse insight, eles o escalaram por meio da big data, verificando e validando a informação e por fim, decidiram fazer algo simples e impactante: em vez de oferecer diferentes tipos do mesmo programa, ofereceram mais do mesmo programa. Eles criaram a opção das maratonas e redesenharam toda experiência de usuário para encorajar esse hábito.
O melhor dos dois mundos
Se a big data é sobre achar correlações, a small datas é sobre achar causalidades. Uma pequena pergunta feita em uma casa pode revelar que provavelmente os números estão um pouco equivocados: otimistas ou pessimistas demais. Isso é o que esquecemos quando nos tornamos obcecados em provar tudo por meio de números.
Quer aprender a desenvolver um olhar etnográfico, fazer uma boa pesquisa de campo e analisar dados? Saiba mais sobre nossos cursos.
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
Echos School of Design Thinking - Terms and Conditions
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Email: email@example.comCorrection of your personal information
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Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
Telefone 1300 502 006
ABN 65 617 491 424
Rua Baluarte, 672
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