data science

Reading the Tea Leaves: Ethnographic Prediction as Evidence

CLAIRE MAIERS WillowTree, Inc. Those who work in research know that we live in a world that is strongly influenced by what Tricia Wang has called the quantification bias. More so than other forms of information, numbers have incredible formative power. In our culture, numbers are seen as trustworthy representations of reality that are strongly associated with objectivity and untainted by human bias and shortcomings. Recently, data science, big data, algorithms, and machine learning have fueled a new wave of the quantification bias. One of the central fascinations of this wave has been the promise that humans now have the power of prediction at their fingertips. In this paper, I reflect on what it means to make predictions and explore the differences in how predictions are accomplished via quantitative modeling and ethnographic observation. While this is not the first time that ethnographic work has been put in conversation and in contrast with quantified practices, most theorists have framed the role of ethnography as providing context...

Cross-disciplinary Insights Teams: Integrating Data Scientists and User Researchers at Spotify

by SARA BELT and PETER GILKS, Spotify Sara Belt and Peter Gilks respectively lead the Creator and Free Revenue Product Insights teams at Spotify. In this article, Sara will explore the practice of User Research at Spotify, and Peter will lay out how Data Science and User Research work together to drive product decisions. Part 1. User research at Spotify Sara Belt, Head of Creator Product Insights When I say I work in user research at Spotify, folks' minds tend to travel in two directions: they figure I research either the kinds of music people listen to or the music itself: melodies, harmonies, rhythms, and how they impact people. Because, you know, what else is there to research with the world’s biggest music player? Over the past few years, Spotify has grown to be much more than that, and the research scope has grown with it. My team, for example, is focused on artists and the music industry ecosystem—how Spotify can help artists grow an audience, express their creativity, and thrive. We research fandom and how it...