warm data

“When we gear our society around efficiency, we produce more and more of the measurable, while the immeasurable, the qualitative, and the things we don’t think to measure drain away. Bedazzled by quantitative abundance, we might not be able to see what is lost, but we can definitely feel its absence.”

Mass Observation is a social research project. Everyday Britains send in observations about their everyday lives. It's a great resource for getting behind the headlines and into how people really feel about culturally significant moments.

The data collected would enable the organizers to plot “weather-maps of public feeling.” As a matter of principle, Mass-Observers did not distinguish themselves from the people they studied. They intended merely to expose facts “in simple terms to all observers, so that their environment may be understood, and thus constantly transformed.”

The deep knowledge about a place is most likely held by farmers and engaged locals. But it is not likely to be in a form demanded by policymakers to substantiate calls for spending. It’s not just about quantifying, it’s about qualitative data of the kind that amounts to a form of collective intelligence.”