Thick Data

Simple Definition for Beginners:

Thick data refers to qualitative, context-rich information gathered through methods like interviews, observations, and ethnographic research, providing deep insights into human behaviors, emotions, and experiences.

Common Use Example:

A company conducts in-depth interviews and observations to gather thick data about customer preferences, motivations, and pain points, leading to valuable insights for product development.

Technical Definition for Professionals:

Thick data is qualitative data that complements traditional quantitative data by offering detailed, nuanced insights into human experiences, values, beliefs, and cultural contexts. It is typically collected through qualitative research methods such as interviews, focus groups, ethnographic studies, and observations. Thick data emphasizes understanding the “why” behind behaviors and preferences, uncovering underlying emotions, motivations, and social dynamics. Unlike big data, which focuses on large-scale statistical analysis, thick data emphasizes depth, richness, and context, providing holistic perspectives that inform strategic decision-making and innovation.