Matt Artz is an applied anthropologist working as a user researcher and UX strategist with over a decade of experience in digital products. He is the founder and principal researcher at Azimuth Labs, an ethnographic research company offering product development, organizational culture, and corporate strategy consulting. Using ethnography, he helps organizations unlock hidden insights with users, employees, data, markets, and products. You can connect with him on Twitter @design_anthro and LinkedIn


Why big data and UX need each other

There is no doubt that big data analytics is useful and necessary to build and scale products, but can big data tell us everything we need to know? An outside observer looking at the market might believe so. According to Forrester’s prediction, the big data…