way, would it be fair to say, is you bridge the qualitative divide between us and data, us and the quantified world. Right. So the big deal right now in the business world is, of course, that there's a new set of data we can get our hands on, and that is the data that tracks us while we click on where we move, and in your phone you would have 80 different things that it can measure and know about you. And that's a huge step forward in terms of the way that we've understood markets before, because the way we understood markets before was by asking people, and we're notoriously poor at figuring out what we want or like or even what we do. So when we say we cook in a certain way, it's probably untrue, and when we say we dress in a certain way, it's probably untrue. So the big data world and the new data sets that come about are exciting, yet they're not a truth machine, and that's sort of my critique of it is that people think that the data sets that we now have from the digital world is (5/57)
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