At the recent Asia Research Conference in Singapore on ‘Keeping dry in the data deluge’, we presented a paper about the role of social sciences in this world and overall how we see Big Data shaping the research world.
There was an interesting question about whether certain ways of doing research were being less favoured in the current Big Data world. This got us thinking.
The truth is, in today’s research world the market is scattered with many different tools to get to know consumers better (e.g. neuroscience, eye tracking, mobile research etc.). With so many different tools, all promising to get to the ‘truth’, custom on what to use and when is often driven by a desire to ‘try something new/latest technology’. The problem with this is that both researchers and research users are so distracted by new techniques/methodologies that we are sometimes not asking the right research questions.
And so while we are spoilt for choice with many different method/tools for getting to the truth, let us remember that the researcher’s skill is fundamental to getting to the truth.
Man, the living creature, the creating individual, is always more important than any established style or system.