data analytics

Operationalizing Ethnographic Research to Grow Trust in Digital Financial Services

SOREN HEITMANN International Finance Corporation SINJA BURI International Finance Corporation GISELA DAVICO International Finance Corporation FABIAN REITZUG International Finance Corporation Case Study—Trust motivates people’s uptake and use of digital financial services (DFS). Understanding the socio-cultural determinants of DFS trust are needed to scale financial access and drive financial inclusion. These are core components of international development strategies, such as the Sustainable Development Goals (SDGs) or Universal Financial Access (UFA2020). The IFC-Mastercard Foundation Partnership for Financial Inclusion (the Partnership) conducted ethnographic research to understand factors that impact people’s attitudes and perceptions of DFS. Nine months of field work each in Cameroon, DRC, Senegal and Zambia were conducted, in collaboration with local research institutes’ Anthropology departments and the African Studies Center at the University of Leiden. The results of the ethnographic research produced a framework...

Humanizing Quant and Scaling Qual to Drive Decision-Making

LAUREN MORRIS Amazon Prime Video REBECCA GATI Amazon Prime Video Case Study—The Amazon Prime Video User Experience (UX) Research team endeavored to balance qualitative and quantitative insights and translate them into the currency that drives the business, specifically customer engagement, to improve decision-making. Researchers conducted foundational qualitative research to uncover what matters most to Prime Video customers, translated resulting insights into a set of durable, measurable customer outcomes, and developed a global, longitudinal online survey program that validated the importance and perception of these outcomes at scale. Researchers then systematically linked customers’ attitudinal survey results to their usage patterns and overall satisfaction with the service. The resulting data showed how investing in improving a customer outcome is likely to increase service engagement, thus closing the loop between insights and business metrics for the first time. Prime Video executive leadership has not only embraced...

Acting on Analytics: Accuracy, Precision, Interpretation, and Performativity

JEANETTE BLOMBERG IBM Research ALY MEGAHED IBM Research RAY STRONG IBM Research Case Study—We report on a two-year project focused on the design and development of data analytics to support the cloud services division of a global IT company. While the business press proclaims the potential for enterprise analytics to transform organizations and make them ‘smarter’ and more efficient, little has been written about the actual practices involved in turning data into ‘actionable’ insights. We describe our experiences doing data analytics within a large global enterprise and reflect on the practices of acquiring and cleansing data, developing analytic tools and choosing appropriate algorithms, aligning analytics with the demands of the work and constraints on organizational actors, and embedding new analytic tools within the enterprise. The project we report on was initiated by three researchers; a mathematician, an operations researcher, and an anthropologist well-versed in practice-based technology design, in collaboration...

Diagnosing the World Pulse

CHRISTOPHER A. GOLIAS, PHD PechaKucha Presentation This PechaKucha explores the ethics of interpreting data by employing an extended metaphor of data as the lifeblood of the connected world. It begins by exploring two distinct viewpoints on medical pulse diagnosis, starting from the perspective of the acupuncturist diagnosing a patient’s pulse and continuing through differences between Eastern pulse diagnosis and biomedical pulse diagnosis. I explore data as lifeblood, and imagine more visceral ways to read data (e.g., auguring data) and the ethical implications of such a reading. I envision data as a flowing river filling a lake, in which diagnostic specialists observe society’s reflection. In the process, I contrast utopian visions of a data driven world with dystopian ones before resolving tension by returning to the central comparison of data scientist and medical doctor. The presentation concludes by recalling medicine’s Hippocratic Oath, an ethical charter binding practitioners to a code of conduct, and implying...

What Is Going on with the Weather? Reflections on Gaps Between Data and Experience

by HANNAH KNOX, University College London If it’s summer in your part of the world (or even if it’s winter), you’ve probably been feeling the heat. On 5 July, Ouargla, Algeria recorded 51.3°C (124.3°F), the highest temperature ever reported in Africa. A few days later, Areni, Armenia hit a record 42.6°C (108.7°F), and on 17 July, Badufuss in Norway topped its charts at 33.5°C (92.3°F). Perhaps most disturbing were reports of people collapsing in the fields in Japan, where high humidity exacerbated record-breaking temperatures of over 40°C (104°F). Japan declared a natural disaster, a designation normally reserved for earthquakes and tsunamis.1 “Something is going on” – people feel – “but what?” Of course, climate scientists have been beating their drums for decades, pushing out papers, reports, and campaigns about the risks of anthropogenic climate change. But dramatic and even deadly weather events are, it turns out, rather effective at opening opportunities for speaking about climate change across...

Small Packages for Big (Qualitative) Data

KIM ERWIN and THEODORE POLLARI Smart devices and online research platforms are changing the landscape of qualitative data collection and analysis. While data collection mechanisms have flourished, analytic tools to work with that data have not meaningfully evolved. Changes in professional practice and advances in technology are creating new opportunities—and new pressure —to develop software tools that are focused, simple to use, fit flexibly with a variety of analytic processes, adapt to different data sets and do not lock data into proprietary formats or researchers into predefined analytic processes. We call such tools Small Packages for Big (Qualitative) Data. This paper defines the concept and introduces three such early stage tools—Voyant, Mandala Browser and Nineteen, and links qualitative research to another field experiencing similar changes and tool development, the Digital Humanities. Lastly, we present a case study to demonstrate how Small Packages can focus investigations, build early-stage familiarity with data,...