The Collaborative Advantage: Why and How Active Consumer Collaboration is an Essential Partner to Big Data


With Big Data, there’s a temptation to think that companies no longer need to bring the active, knowing, feeling human beings who are our customers into our product development and marketing efforts. Active consumer collaboration, however, is an essential partner to Big Data as companies try to solve problems, deepen relationships, and invent the future.

The Collaborative Advantage analyzes why it’s crucial to marry Big Data with conscious, collaborative methods; to couple machine-driven methods that rely on volume, velocity, and data variety with interpersonal approaches relying on empathy and the uniquely human capacity to make meaning and to tell stories.