"I saw faces, but not the tide of the times. Waves, not the wind that shaped them."
- Excerpted from the Korean cinematic masterpiece, "The Face Reader"
Big Data counts the waves. Thick Data maps the wind. One tells you what's happening. The other tells you WHY.
Beyond Faces and Waves
Traditional research captures the visible: customers' actions, market trends, conversion rates. Thick Data goes deeper—uncovering the invisible forces behind every decision: cultural currents, unspoken needs, emotional contexts that numbers alone can never show. Understanding the wind is how you can predict the next wave.
150+
15
Trusted Worldwide
Proven
Most research sees only half the picture
Traditional analytics track Measures behaviors, tracks patterns, counts outcomes. Answers WHAT happened.
Understanding Beyond Numbers
Why did they choose this? What cultural context drove the decision? What emotions influenced the behavior?
Thick Data is deep human understanding that reveals the “WHY” behind the numbers.
Insight that reads the human story beyond data
Where empathy meets data:
Decoding the human decision behind choices.
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15
Google UX
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