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"When I was researching at Nokia in 2009, which at the time was the world’s largest cellphone company in emerging, I discovered something that I believed challenged their entire business model. After years of conducting ethnographic work in China from living with migrants to working as a street vendor and living in internet cafés, I saw lots of indicators that led me to conclude that low-income consumers were ready to pay for more expensive smartphones."
Why Big Data Needs Thick Data
Integrating Qualitative and Quantitative Data in Research
