1

Big Data and Usability Evaluation

Big Data and Usability Evaluation

Sruthi Gujjarlapudi

Dr. Kondo Litchmore

University of the Cumberlands

Human Comput Inter & Usability

ITS-536-A04

05/29/2024
2
Big Data and Usability Evaluation

1. Article Title
"BIG Data – BIG Gains? Understanding the Link Between Big Data Analytics and

Innovation"

2. Article Subject Area

The paper explores how big data technologies affect innovation in organisations in

terms of improving the processes and performance regarding decision making and innovation

in the manufacturing and service industries. In so doing, it addresses the impact that big data

is having in shaping the development of new products and consequently the success in the

market.

3. Type of Data Set Used/Evaluated

The authors use German firm level survey data for manufacturing and service firms

for the evaluation phase. This rich dataset spans all the Executive Study firms regarding the

firms’ use and implementation of big data technologies, their innovation, and multiple control

variables linked to their ICT adoption and firm demographics. The method of analysis is

based on exploring how big data analytics affect the innovation propensity and intensity

throughout various industry sectors.

4. Synopsis of Article

Introduction

The article chosen to examine is ‘BIG Data – BIG Gains? Understanding the Link

Between Big Data Analytics and Innovation’ by Ying, Luo, and Tao. Big dataanalytics,

therefore, is a process by which large amounts of data are analyzed to generate more

beneficial information that may enhance various decisions if taken. Since effective decision

making results in better innovation, this capability is significant for innovation especially for

the development and success of new products. These authors assert that big data technologies
3
Big Data and Usability Evaluation
offer new data information practices to the firms which offer new decision-making options

that are in support of innovation. The emphasis is put on awareness of the opportunities

which big data analytics offers to enhance the productivity of manufacturing and service

industries.

Methodology

The study also uses the knowledge production function function in assessing the

effect of big data on the innovation results. In essence, this framework connects several

inputs, related to knowledge acquisition, including R & D investments and human capital,

with innovative performance, at the level of firms. This sampling result is based on

questionnaires completed by 2706 manufacturing and service firms in Germany. He used

questionnaires to establish the extent and ways these firms utilized big data technologies and

several other characteristics of firms. The dependent variable is whether or not the firm

maintains large data analysis systems that are used for business operations. Other control

variables also involve ICT intensity, R&D intensity of the firm, the size of the firm and

whether the firm belongs to export category or not, and whether the firm has enterprise

software systems installed or not.

Findings

As revealed by the analysis, firms that use big data analytics are inclined to

innovation and demonstrate a higher innovation intensity than other companies. Namely,

application of big data is linked with 6. 7 % the higher chances of companies to launch a new

product or service in the market. This co-movement is uplifting and similar for each sector,

manufacturing, and service and to a similar extent. Thus, not only are firms that use analytics

for big data involved in innovation at a higher rate but their market success in innovations, by

using net sales of new products, is also significantly high. The study also discovers that,
4
Big Data and Usability Evaluation
unlike in the general case, ICT intensity is ineffective on innovation propensity, but the use of

enterprise software systems enhance innovation, but not as big data analytics do.

Discussion

Focusing on the findings of the study, the paper demonstrates that investments in IT-

specific skills are crucial for utilizing big data to generate value. Companies that engage in

training of employees, as analysts of big data and those relating to information technology are

enabled to gain huge benefits based on innovative use of big data technologies. It therefore

validates the need for the work force that can capture, analyze and draw conclusions from big

data. More to the point, the idea of enterprise software systems as agents of innovation is

recognized, nevertheless these systems were found to be less influential other than big data

analytics. ERP/CRM systems empower tactical and strategic decision making within an

organization that deploys these systems but does not offer the level of sophistication brought

about by big data technologies. Overall the study indicates that traditional enterprise software

systems are also indeed involved with innovation, yet the big data analytics also have

potential which is far more than the latter.

In conclusion, the article offers a clear synthesis of the idea that this paper put forward

in that it gives a green light to the idea that big data analyse can benefit a firm’s innovative

performance due to the positive impact of the technology on business decision-making to the

appropriate utilisation of data. It’s becomes clear that such IT-specific skills together with

complexities of advanced data technologies are central to innovation and provides relevant

information useful for firms interested in big data advantage.

5. Three Business Takeaways

Enhanced Decision-Making

Big data analytics provides firms with insights at a level that was not available before

hence helping firms in their decision making for better innovation. It involves the
5
Big Data and Usability Evaluation
identification of more data, patterns, trends, and various other factors that help in the

decision-making process by the companies. This capability prove to improve usability greatly

because it facilitates the ensuring of product feature alignment with customers’ needs and

wants. For example, firms can easily understand the needs of the customers through the use

of sentiment analysis and customer feedback and then tweak the products to meet the

expectations of the customers hence improving on customer satisfaction and loyalty.

Altogether, the possibility of using big data to identify meaningful patterns creates more user-

focused solutions, and therefore, more efficient business approaches.

Improved Product Development

Due to the technological advancement in the use of big data, firms are able to predict

the trends through the collection of a large number of dissimilar data to enhance on the

formulation of new products and services. Thus, opportunities for big data analysis allow

organizations to get more detailed data about the market and its trends and create designs that

are more relevant to their customers. This not only provides a geometry to the products that

can be used more effectively but also puts them in a better place of congruence where they

are likely to meet consumer expectations. For instance, data from Facebook, sales

department, and other customer engagements can be used to forecast the future market and

tailor good versus the market. This makes it easier to develop products that fit the needs of

the consumers as the manufacturers are proactively seeking ways and means of improving

their products.

Investment in Skills

This could be due to a number of factors, including the IT-specific skills that are

dedicated to big data analytics, for instance, the impact of big data analytics on innovation. It

is important to ensure that the employees conducting data analysis are well-equipped with

knowledge on how best to operate on these large datasets in order to obtain the maximum
6
Big Data and Usability Evaluation
usability advantage. Hiring technical talent also ensures that such holders can be instrumental

in understanding data analytics and subsequently use the knowledge to improve product

attributes for convenience of users. Long-term training for the analytics and corresponding

CPD makes the firms persistent and inventive. Proper investment in the right skill set means

that businesses are better placed to harness the full potential of big data analytics as they are

put in a better position to enhance product development and hence usability because of

changes in dynamic market needs.

7
Big Data and Usability Evaluation

References
Niebel, T., Rasel, F., & Viete, S. (2019). BIG data – BIG gains? Understanding the link

between big data analytics and innovation. Economics of Innovation and New

Technology, 28(3), 1–21. https://doi.org/10.1080/10438599.2018.1493075