Uncovering the “Why” in the Data-Driven World of “What” – Dr Sam Howard – Nottingham Digital Summit

Next up at Nottingham Digital Summit is Dr Sam Howard, who is the Co-Founder and Director of Research at Userfy, a user-testing agency. He spoke about the ways in which we can undercover the “whys” in the data-driven world of “whats”. Put simply, “big data” is great, but you need to undertake qualitative research too.