Scientific Thinking in Business

More than technology, businesses need the scientific method.

Throughout history, innovations in instrumentationthe microscope, the telescope, and the cyclotronhave repeatedly revolutionized science by improving scientists ability to measure the natural world. Now, with human behavior increasingly reliant on digital platforms like the Web and mobile apps, technology is effectively instrumenting the social world as well. The resulting deluge of data has revolutionary implications not only for social science but also for business decision making.