With digital devices and online platforms generating masses of user data every second, it’s easy to rely on numbers to make decisions – but what are the risks? Canvas8 spoke to Dr. Tricia Wang, a tech ethnographer and Nudgestock speaker, to find out why big data needs thick data to make sense.

Research has found that familiarity can trump fact when it comes to making decisions. Despite people seeking greater transparency and insight into the decisions they make and why they back the brands they do, putting awareness into action isn't always straightforward.

Whether shopping on Amazon or selecting a song on Spotify, modern life has too many options for even the most mundane decisions. This assortment of online offerings can overwhelm people to the point of indecision and inaction. How can brands help to mitigate choice fatigue for American shoppers?

A study has found that when people feel vulnerable and their most anxious, they’re more inclined to make decisions based on personal anecdotes, rather than facts. For brands, this shows that using anecdotes based on science can be a way to influence behavioral changes during the pandemic.