Everyone today is centered around big data. Analysis is based on more and more information. The thinking is the more information you have the better your ability to make the correct decision. More is better and the larger the sample size, the greater likelihood the decision is correct.

This type of approach seems acceptable on the surface. The issue is people are not data. They are not just numbers. They are living, breathing entities that have reasons for doing things that may not be reflected in data. Questions may not get to the core of their decision making process. Big data may sound like a panacea but it is only part of the process and sometimes only a small part.

What can a business do if not use data? How about face to face communication with customers? Face to face allows you to get to the heart of the person and their thinking. Immediate follow up questions helps uncover decision making information below the surface. With this new information you can market your product or service based on what your truly desires.

So get out there and see people in person. Get everyone in the company out in the field. If you touch your customers literally, then they will help lead you to what they care about and why they do business with you.

Big data cannot touch your customer’s heart. However, this type of small data can make a big difference in your customer’s mind.