The Small Signals We Miss

We talk a lot about big data, but most human moments are actually small.

A pause before clicking, a scroll back up, a quick tab close, a search that leads nowhere. These tiny behaviours often say more about what someone is feeling than any form or dataset ever could, yet most systems skim right past them.

They optimize for actions, not intentions. They reward what is easy to count instead of what is meaningful to understand. And when we overlook those small signals, we miss the quiet parts of the customer experience such as hesitation, doubt, curiosity and the need for reassurance, all of which shape how someone feels in that moment.

If we truly want to make data feel human, we need to start paying closer attention to these subtle cues that reveal how people move through their decisions. Not just what they do, but why they might be doing it.

Because very often, the smallest signals reveal the biggest opportunities to create experiences that feel clearer, calmer and more supportive.

#TheDataHuman #HumanCentredData #DigitalExperience #Personalization #DataWithEmpathy