Big Data is certainly having a moment. Proponents promise that data will serve up answers to all of our most pressing questions. But what happens when all that data leads to a dead end? Rachel Shadoan, CEO and research scientist at Akashic Labs, tells the story of the data dead end that put her on the path from data science to ethnography--and where that path has led since. Through a variety of case studies featuring the blending of qualitative and quantitative research methodologies, Shadoan shows where data shines, where qualitative research techniques are necessary, and how visualization can bridge the gap between the two.