While there has been much hype about what big data is and what it could be, there has not been much attention paid to the rapidly emerging concept of small data. While big data is often associated with major vendors and multi million dollar investments, it is the small data paradigm which offers the most cost effective value for businesses.
An interesting article from the Guardian picks up on this issue:
There is a lot of talk about "big data" at the moment. For example, this is Big Data Week, which will see events about big data in dozens of cities around the world. But the discussions around big data miss a much bigger and more important picture: the real opportunity is not big data, but small data. Not centralized "big iron", but decentralized data wrangling. Not "one ring to rule them all" but "small pieces loosely joined".