As has been discussed, there is an ongoing struggle within organizations

As has been discussed, there is an ongoing struggle within organizations to get value out of the big data they've been collecting.  In the TED Talks video linked below, the speaker suggests possible reasons for this.  One issue proposed by her is the need to pair big data with what she refers to as "thick" data.  After watching it, think about how you could take a similar approach.  What big data do you feel isn't currently being utilized to its potential.  What "thick" data would you pair with it to help extract greater value from the big data investment?  

The Human Insights Missing from Big Data