22 Oct 2025
Too big to quench your thirst. Data quality, not quantity
Having more data doesn't necessarily mean you have better data. The cultural and creative industries, in particular, risk falling into this trap.
Data on visitors, social interactions, or ticket sales can be collected in massive quantities, creating an "apparently full glass." However, if this data isn't selected and contextualised, it remains a solid, unusable block.
Quality must prevail over quantity. It's much more useful to have a limited number of relevant data points that allow you to understand your audience than to have an immense amount of generic information. The goal isn't to collect every single piece of information available, but to identify the right data, the data that can be converted into effective strategies.
Just as you melt ice to get water, you must refine data to extract useful information. This process requires specific analysis tools and a strategic vision.
Get in touch
We’d love to hear from you! Whether you’re a cultural organisation, creative professional, policymaker, or just curious about the project, reach out to us for more information, collaboration opportunities, or media inquiries.
- Project Lead
- Project Lead: Fondazione Sistema Toscana (FST)
- Address
- Europe-wide initiative with a central coordination office in:
Via Duca D'Aosta 9
50129 Firenze • Italy