Big Data: A medium for Creative Industry to create a better User Experience.
Research background and questions:
In today’s Digital Age, most of the human’s behaviors had been tracked and stored as data when they interact with digital technologies like phone applications, purchase transaction record, websites and social media activates. According to the IBM (2015), 2.5 quintillion bytes of data had been created in the last two years alone. These complex data is rapidly increasing every second and has become hard to be organize with traditional method which then defined as “Big Data”.
These data has been widely used by companies to analyse their audience and this can be seen from Netflix. Russell Glass and Sean Callahan (2014) mentioned in their book that Netflix had funded 100 million dollar into one of their show and the source of this confidence is from Big Data that gives Netflix a deep insight into its audience viewing habits.
This paper will introduce the usage and benefits of Big Data in creative industries with the support of case studies and points by experts. By studying Big Data, this paper attempts to create an easier way for designers to use Big Data to create a better user experience.
- What kind of Big Data relevant to the creative industries?
- How can these data be used to create a better user experience?
Research Scope and concept:
Big Data has been providing benefits to all kind of industries which means this topic will provide a wide range of information. So, the focus area of the study will scope down to creative industries and user experience (UX). The reason is that, big data provide information that related to human behavior which then help designers to understand their audience and create a better user experience that fulfilled their ‘likes’. The other reason being that UX design is the most important way to attract audience to increase the company’s profit which means this will be helpful in increasing marketing skill.
There is the possibility that the research may cover data visualization that help designers understand big data. Concepts that may be useful in answering the questions are data mining, cloud computing and the four V’s of Big Data. These concepts were coined by and examine the ways of data been collected and used.
Research Outcome and Relevance
The outcome to the first question can create a clear understanding on what type of Big Data are there that are relevant to the creative industries. The outcome to the second question may lead to a better understanding on how creative industry can combine creativity with data to create a better user experience for their audience.
Such knowledge is relevant to digital creatives in a digital era which includes Interactive Multimedia professionals because it can help track and analyse the audience’s behavior to scope down the target audience which is what designers are always struggling with.
Research Feasibility and Ethical Concerns
The proposed research is moderate. The topic of Big Data has been briefly introduced in Content and Management class during the first semester of level 5 to understand how contents were collected and managed before proceed to create a website with dynamic contents. Few of the references with important points were also found by the author to help create a better understanding in big data to support this paper.
Big Data itself will be a challenge for the author because a lot of unfamiliar computer science terms were used in academic and professional sources. Thus, more studies have to be done to have a better understanding on it, but terms used in Big Data that are not related to the essay topic will be avoid.
There are no ethical concerns for this proposed research as it is in the form of a degree research essay that uses mainly secondary sources.
IBM (2015). Bringing big data to enterprise. [online] Available at: https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html [Accessed 5 December 2015]
Glass, R., Callahan, S., (2014) The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profit. pp 88 – 89.
Mozer, M., (2014) Big Data and You. The Rosen Publishing Group.
Schmarzo, B., (2013) Big Data: Understanding How Data Powers Big Business. John Wiley & Sons.
Marr, B., (2015) Big Data: Using SMART Big Data, Analytics and Metrics To Make Better Decisions and Improve Performance. John Wiley & Sons.
HALOGENIC (2013). Big Data + Creative Industries = Slim Pickings? [online] Available at: http://halogenic.me/2013/08/10/big-data/ [Accessed 5 December 2015]
Rolston, M., (2014). The Next Era of Designers Will Use Data as Their Medium [online] Available at: http://www.wired.com/2014/11/rise-of-data-artists/ [Accessed 5 December 2015]
CloudTweaks (2013). Cloud Computing Helps Reduce Costs For Media Producers [online] Available at: http://cloudtweaks.com/2013/10/cloud-computing-helps-reduce-costs-media-producers/ [Accessed 12 December 2015]