The Emotional Science Behind Big Data

As data scientists, it’s easy to think of data in terms of only engagement, marketing, and customer experience. However, artist, Laurie Frick, takes data science to a whole new level.

In a recent podcast, NPR explains how Laurie Frick uses data to create art. Frick started out by tracking her sleep patterns and then turning them into beautiful watercolors. Since then, she has turned personal data about exercise, mood, and personality into artistic renditions that make data more personal.

Frick’s ideas may seem abstract, but she is accomplishing what many businesses only hope for. She is establishing an emotional connection with data and using it to make more human connections.

Here are some ways businesses can learn from Frick to utilize the true power of robust data collection.

1. Use Data to Understand Relationships

One thing Frick does is assert data may be able to do a better job testing certain traits that show compatibility. She downloaded several questions and answers from the dating site, OkCupid, and uses the information to access things like loyalty.

Frick then uses the data to create art.

While companies don’t typically use data to create art, they can use the trove of data they collect to understand more about human relationships. With that data, companies can reach customers on a more emotional level, foster customer engagement, and build loyalty in ways they couldn’t without the help of data.

2. Use Data to Imagine the Future

Companies like Samsung, Google, Microsoft, and IBM pay Frick to perform. She presents out-of-the-box ideas that help open people to new ideas beyond the limits of the present information.

Frick even thinks so far into the future that she posits we can use data as a way to predict friendships.

While this may or may not end up being true, what’s important to realize is that businesses can use data to think outside of the box and come up with more creative business solutions.

Market researchers are often used to asking the same types of questions and using data to answer those questions. What if businesses looked far outside the realms of what is expected and try and realize more innovative ways to use data.

3. Make Looking at Data Engaging

Another thing Frick is working on is creating a visual dashboard to make data more engaging. While this is pretty straightforward, it’s surprising how many companies still haven’t invested in a data dashboard tool.

With the help of a data visualization tool, it’s easier to understand data, make more accurate assertions, and get answers to business questions faster.

Wrap Up

Data is moving forward and helping businesses grow, but taking an artistic and open-minded approach to data, just like Frick does, can open your eyes to new ways to learn about people.