One of the biggest challenges in the data age is overcoming the problematic belief that data has all the answers. The truth is – data is a resource, not a solution. In order to extract valuable and actionable insights, it is necessary to ask and re-ask certain questions. This talk is about figuring out what these questions are. Jessica will expose some of the limitations of common, and seemingly intuitive, approaches to data problems. As an alternative, she will introduce the concept of using human-centered design principles and an iterative process to approach what you do with Big (and small) Data. As an example, Jessica will walk-through a real Datascope client project to highlight the flexibility and speed of these techniques.