The tricky part about data is learning to accept what it says without imposing your own agenda.
It seems Big Data is no exception — at least, when it focuses on traditional, structured data, according to a Harvard Business Review Blog post written by Prof. Theos Evgeniou, Assoc. Prof. Vibha Gaba and consultant/visiting professor Joerg Niessing of international business school, INSEAD.
“A large body of research shows that decision-makers selectively use data for self-enhancement or to confirm their beliefs or simply to pursue personal goals not necessarily congruent with organizational ones,” they write. “Not surprisingly, any interpretation of the data becomes as much an evaluation of oneself as much as of the data.”