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Dave McColgin of Artefact writes about the relationship of design research to the ultimate outcome-focused research tool: Big Data.

“Big Data […] provides us with new resources when determining which people our products should be made for. Its ability to find patterns and correlations allows us to reach a broader set of research participants. Over time, it can deepen our understanding of human behavior, interaction and preferences, making our designs better and our ability to understand and predict the outcome of our work more accurate.”