So there are two classes of data which help solve different types of problem. Big Data is statistical and deals with general trends and patterns; Very Small Data is specific and deals with getting things done: gathering the information needed to make a decision, to make an arrangement, or to get some administrative chore done. Because it’s Very Small and rather mundane and specific, it doesn’t seem as glamorous and important as Big Data. But it is.
He goes on to discuss four major problems with Big Data, and the enormous opportunities that exist in the area of Very Small Data. It’s an essay well worth your time.