JACOB WACHMANN ReD Associates ANDREAS JUNI ReD Associates DAVE BAIOCCHI ReD Associates WILLIAM WELSER IV ReD Associates Case Study—This case-study details how a team of anthropologists and a team of data scientists sought to help a Middle Eastern theme park make use of their big data platform to measure ‘the good customer experience’. Ethnographic research within the theme park revealed that visitors yearned to bond with the other members of their group, as they rarely got the chance during their busy everyday lives back home. However, trying to build a measurement of how the theme park delivered on bonding – through the development of a ‘bonding index’ – turned out to be unfeasible, because the big data platform focused on capturing operational data. The decision to focus on operational data had unintentionally created a path dependency that made the big data setup unfit for answering some of the theme park’s most fundamental questions. This is a problem ReD Associates has observed across clients and to solve it this...