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One reason she mentions for companies getting it wrong is that dynamics change over time. In the case she mentions, it is about how people
One reason she mentions for companies getting it wrong is that dynamics change over time. In the case she mentions, it is about how people are starting to want these phones, and the surveys did not reflect that. It is often not the data's fault, but the way we use it. It is hard to model and predict complex and changing systems like human behaviour. Thick data cannot be quantified, which makes it hard for big data to grasp it
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