Incorporating Human Insights in the Era of Big Data Analytics

As per Statista, big data analytics is going to be a US$241 billion market by the end of 2029. But there are still many companies across the globe that aren’t doing well with their big data projects. So, why is big data not helping companies make better decisions on their data-driven projects? Is there something missing?

What’s missing are human insights! Over-relying on big data analytics services without considering their limitations and other considerations is a mistake. Big data might be one of the best approaches for quantifying select environments, such as delivery logistics or energy usage. But when companies are dealing with the quantification of dynamic systems that involve human elements, big data cannot sustain itself.

Therefore, this article is here to educate you on how human insights will undergo incorporation with big data analytics services to fill the gaps in effectiveness.

Big data isn’t enough by itself!

Organizations of the era need to consider their customers, know where they are, and know what they expect. As more and more customers shift online, companies are now solely depending on data to elaborate on the whereabouts and expectations of their target audience.

Customer experiences today are more digital; hence, human interactions are minimized. Thus, it makes it difficult for companies to learn and understand many things about their customers. Eventually, they fail to empathize with them.

As compensation, the companies are integrating data analytics services as a primary method of assessing the customer’s journey with a brand. Data does have great value in helping organizations determine specific patterns, trends, and buying behaviors of consumers. But these digital data powerhouses won’t be able to replace the knowledge companies gain by interacting with customers in person at their business premises.

With the use of digital channels and by promoting virtual experiences, there are ample organizational opportunities for brands to boost their engagement. But, to achieve it, they have declined their connections and consumer bonds.

With big data analytics services alone, you will be guessing the preferences of your consumers based on the click data you acquire. As a customer-centric brand, you should create more opportunities to see, meet, and talk to consumers firsthand. But, in the modern era, data has been an alternative to the real customer experience.

Companies are investing immense funds in implementing a data platform as a service (DPaaS). They intend to be scalable, secure, and more flexible in empowering their data strategy. There are immense benefits to implementing automation and data analytics services alongside PaaS, but at the cost of empathizing with the customers.

Let’s bridge this gap by bringing together human insight and big data!

Brands look for dedicated data to determine if something interests or displeases their consumers. But they miss seeing frustration, cheerfulness, or other such emotional expressions, which have the potential to tell more about the performance of your products or services. And that is possibly a big problem for most of the organizations out there.

Big data analytics services have the potential to offer valuable insights into how your business is performing among its target audience. It will help you leverage and scale the potential of machine intelligence. But human insights or thick data will help you identify the lost context and will make big data even more useful in dynamic systems. Human intelligence being leveraged to its maximum potential is what businesses need.

Human insight comes from feeling empathy, looking at context, and understanding needs. Brands must walk in the shoes of their customers, at least for a mile, to understand their preferences, decisions, and motivations.

The methods businesses implement in order to build memorably positive emotional bonds with their target audience determine their level of success. Imagine how greatly you would be able to channel your data platform as a service and your big data analytics approach when your company would be able to get a closer look at how your business makes customers feel.

Hence, incorporating human insight into big data analytics is of utmost importance!

Ways of Promoting the Use of Human Insight in Big Data Analytics

A company that has the potential to build a positive rapport with its customers by implementing real empathy is a winner. You will have a lot of opportunities to take advantage of. And all of that is possible by strengthening your big data analytics with human insights in these four ways:

Improve the Culture

Organizations should have the idea of cultivating human experience as their core assessment value. Apart from the clinical synopsis of data where you see the number of clicks and time spent on a web page, your teams should be able to see, talk to, and hear the customers.

Remember, don’t just stick to building human interaction with a bunch of consumers; make it a practice to reach the masses. In this way, you will stand out from your competitors.

A Proper Execution Strategy

The data obtained from the one-on-one interaction with the customers must be integrated with that of the digital personas and processes of the company. The data analytics services being offered by your company should consider human insight and implement it in all aspects of product design, development, and support.

Implementing the Right Technology

For enriching human insight and leveraging the full potential of big data analytics, there is a need for a set of technologies. You can train your teams to interact with customers via live interviews, video conferencing, and other such means. Research should be continually done to interact with consumers for human insights.

It will create a feedback loop, which should be the lifeline of your brand in the long run. Humans need emotional bonding to grow, and businesses need to understand that their customers are people and not just pieces of data. So, end the era of digital disruption by bringing in human insight with big data.

Proposing Customized Forms

Businesses will have the flexibility to request that their customers fill out a customized form to share their experience. You can ask human-specific questions, which will give you a good insight into what your customers are expecting beyond their click rate. Take their suggestions in the form of how they want the brand to improve the loopholes. And try to cater to them to the greatest extent possible.


Today, companies are in need of implementing intelligent big data analytics. Augmenting straight-data analytics with the use of human insight will help businesses prioritize human-oriented decisions. In any of the big data strategies, it is important to have human emotions and practical needs assessed instead of proposing products or services based on just the digital data you acquire.

To get more information on big data analytics services and the integration of human insight, get in touch with STL Digital right away!


  1. What insights does big data analytics solely give to brands?

Big data analytics is a process that helps businesses determine hidden patterns, market trends, unknown correlations, and customer preferences based on digital synopses. It helps in preventing decision-making and fraudulent activities.

  1. Why are human insights important for businesses?

Human insight is about businesses understanding the needs of customers by observing and listening to them with empathy. As a brand, you will then be able to connect the dots between what people think, say, do, and feel. Traditionally, human insights were obtained through interviews, focus groups, and market research. But now, innovative technologies and approaches have made it faster.

  1. How can business team members obtain human insight?

The workers can capture the observations through video or images via a tablet or smartphone. For instance, a delivery partner of an eCommerce company can be instructed to get a selfie from the customers upon delivering the package. Similarly, there can be digital ways of organizing video or phone calls to get feedback from customers. Settling down for those star ratings isn’t going to help itself!

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