Originally published on May 13, 2013 for Ethnography Matters, I’m republishing the post for the launch of the new Ethnography Matters Medium channel. I’ve updated the article with a case study from my time at Nokia where I witnessed their over-dependence on quantitative data. I’m continuously blown away by how much my original post in 2013 sparked a discussion about the integration of Thick Data and Big Data. Since then, I have talked about this topic with EPIC conference, Republica and Strata. I also gave a TED talk targeted for business leaders. Just last year, Word Spy created an entry of Thick Data, referencing my original post as the resurgence of the term. My goal is to create more opportunities to feature people who are doing this kind of integrative work inside organizations. Please reach out if this kind of work is up your alley. You can start by joining a community of people who are at the forefront of this work at Ethnography Hangout Slack’s #datatalk channel. Thank you to IDEO’s Elyssa He for translating this article into Chinese, 大数据离不开 “厚数据”, published on 36kr and Paz Bernaldo for translating this into Spanish.