We already have the answers to many of the big issues that we are facing. They are hidden within the datasets that we have. They are stored away on servers, databases, PCs and filing cabinets just waiting to be discovered. There are patterns amongst the data that can lead us to new ways of providing services and even create new ones.
But we can’t see these patterns nor can we see these opportunities, partly because we haven’t looked, partly because the data is all over the place and partly because we have never thought to do so – until now.
The rise of Big Data, its concepts and tools changes everything. We can now start to explore. We’ve been to the moon more times than we have visited the deep oceans and now it is time to explore the dark and murky waters of our data.
There are natural flows of people around our region. We need to provide services where people go and in ways that match their natural ultradian rhythms. We need to understand the tidal flows, the ripples on the surface and the rip currents. We need to know why they go there, what they do and for how long.
We could carry out studies using clipboards and interviewers standing on street corners but people will tell you what they think they want you to hear and it will be prohibitively expensive for the information we would get back.
Instead we could use the information we already have, or someone has, on mobile phone locations, travel ticket purchases, council services used and even debit card transactions. The last bit may be a step too far at this point but who knows where we may get to.
And we could use this knowledge to help renew our town-centres for example. Digital is seen as the scourge of the high street yet bricks and mortar premises still have a role to play but it is likely to be different to what has gone before. Digital will allow us to create new opportunities to develop an exciting and social experience around entertainment, food and shopping. Understanding the needs of the people who use our high streets, where they come from and at what times will help us to target interventions and measure our success.
Big data is one of those buzz phrases that is doing the round yet is has real value. The answers are out there. Let’s go look.
Thoughts from a Guerrilla Worker 