Hacking the matrix: Leveraging big data within the creative process

This article argues that big data is most useful to planners when it is used to generate cultural insights.

Hacking the matrix: Leveraging big data within the creative process

Greg GetnerY&R Chicago

Does Big Data inspire or hinder creative thinking?

This essay was entered into The Admap Prize 2015. For more information visit the Prize page.

Big Data has the ability to inspire creative thinking, but the ability for it to do so is mostly a function of the amount of insight that we are able to divine from it. Otherwise Big Data lives just as it is, like the ongoing stream of green pictogram code raining down in the Wachowski brother's movie The...

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