Intrigue with big data has led many companies to be disappointed with its applied use and results—lots of data with little actionable information. Big data overlooks the complexity of human beings and their underlying reasons for making decisions. Human Context is a new application of social science that, when combined with big data, is much more precise in providing consumers with better experiences and generating deeper brand loyalty. Killer content, experiences, products, and services that lack human context are just shots in the dark that may hit or miss with consumers. Big data is inherently about past behavior. What it lacks is the underlying emotional, situational and values-driven understanding that contextual social science can identify to help companies connect with consumers and their desired emotional state. The power of human context combined with big data redefines the best path to customer satisfaction and loyalty.
# Brent Magid