Further, with massive quantities of data there is a risk of focusing exclusively on finding
patterns or correlations and subsequently rushing to judgements without a solid
understanding of the deeper dynamics at play. Such a wealth of data “tempts some
researchers to believe that they can see everything at a 30,000-foot view. It is the kind of
data that encourages the practice of apophenia: seeing patterns where none actually
exist, simply because massive quantities of data can offer connections that radiate in all
directions.”63
It also “intensifies the search for interesting correlations”
64
, which might
be (mis)interpreted as causal relationships.