Small Data > Big Data

I have a bias.

I prefer small data over big data.

I know there’s safety in a large sample size.

But I can’t resist the pull of n=1 feedback from real customers. It’s a contradiction.

Here’s how I resolve it:

People don’t buy in focus groups or cohorts. They buy alone. One click at a time. On a website. Or in a store.

That’s why talking to real people matters.

Customers might not know exactly what they want. And you shouldn’t build exactly to their spec anyways.

I’ll trust one real, paying customer’s feedback plus my expert intuition over any “stat sig” research or industry report.