Data vs. Information: On the Spectrum

There is a lot of confusion about data vs information. This post should clear that up, and we’re going to take it a step further to look at the full DIKW spectrum. DIKW is an acronym for “Data | Information | Knowledge | Wisdom”. The DIKW spectrum represents the progression of data from a raw ingredient on one end to something that is fully formed, useful and valuable, like the ability to make a well-informed and confident decision, on the other end.

Raw data lacks context, so it’s meaning will be vague and probably useless. Let’s take a look, for instance, at “honey”. If I walk up to you and say, “honey” without providing any context, we’re going to share an awkward moment.

Introducing some context, let’s assume I’m not using a term of endearment, that I’m holding a jar of honey, made by bees with love. Now, maybe you’re not offended, but you’re still at a loss for what I’m talking about. Lets break data, information, knowledge and wisdom down as building blocks to get. a clearer understanding.

DIKW BUILDING BLOCKS

Data

Looking at this from a DIKW perspective (fig. 1), honey would represent a simple data component. Since it’s a noun, it has a definition. You and I both know what “honey” means, or at least we think we do. And, in its most basic form, we’re probably in agreement. The problem is that without context this definition still doesn’t tell you why I’m holding the jar.

Information

Now, suppose I say “honey?” and you know I have a question. you can hear that I have a raspy voice and a head cold; then I sneeze (into my elbow, of course). In addition, maybe I’m holding a bottle of cough syrup in my other hand and have a quizzical look on my face.

Adding these details, which are in themselves data points, creates a picture and you get that I’m debating whether to use the cough syrup or the honey. The honey is now a part of a greater context; data in context is information.

Knowledge

Clearly, I have a decision to make. This cold is really bad. I’m reaching out for your opinion on what I should do. You know that I’m not a fan of Western medicine and you want to support me. On the other hand, adding more context, you know I’m a full-on baby when I don’t feel well, and you’re not sure you want to deal with that. The cold medicine will likely work faster which is good for you.

When we bring our perspectives and experiences to bear on information, we reach a tipping point; we have reached the point of knowledge. You have all that you need to make a decision and grant your opinion.

Wisdom

Finally, building on that knowledge, you truly believe that it will do me some good, and you advise me to take the cough syrup. After considering this for a moment, I realize that I don’t want to start down a slippery slope, and I ignore your recommendation, apologizing of course for leading you to believe that your opinion would matter. In the end, I opt for tea with lemon and honey.

Each of these decisions, your choice of which advice to give, and my decision about which remedy to take, represent wisdom. While I would argue about whether “wisdom” is really the right word to describe a lot of decisions, this is how the DIKW uses the term, so let’s roll with it.

WHAT’S THE POINT OF DATA?

Going back to the left end of the spectrum, data represents ingredients, what we use to construct information and move toward a decision. But, our minds operate so fluidly that we generally don’t build thoughts bit by bit, from the ground up. Your mind would capture in an instant the honey, the cough syrup, the raspy voice, and so on. Your mind would naturally jump straight to information. So, why talk about data at all?

Data, is a Swiss Army knife wielded by a jack-of-all-trades.

Data can appear in many contexts at the same time. Its superpower is its reusability. You define it once and use it wherever its relevant. A single piece of data can be plugged into a multitude of thoughts and decisions, just like a noun. Data, is a Swiss Army knife wielded by a jack-of-all-trades.

HONEY REVISITED

Let’s head back to honey as an example. In addition to its medicinal uses, honey is a sweet, sticky food. While some people would be happy to drizzle it on their tongues unencumbered, most will use it as an ingredient in the context of some other dish, similar to a piece of data.

For this scenario, honey is combined with bread and peanut-butter, to make a sandwich that would be the pride of any childhood lunch sack. Honey is still the same piece of data, but with other ingredients (other data), bread and peanut-butter, it now has its context, a sandwich. This represents new information.

It so happens that I have strong feelings about peanut-butter and honey sandwiches. When I was in grade school, my mother would make jars and jars of blackberry jelly over the summer. She would stock shelves full enough to keep us in peanut-butter and jelly sandwiches for at least a year. Honey made only rare appearances in our cupboards; I was deprived. To this day, when I see honey, I have a nostalgic craving for a peanut-butter and honey sandwich. Now that I’ve shared my experience, we both have knowledge of my weakness.

Most would see peanut-butter sandwiches of any kind to be the realm of the pre-pubescent, but I regularly eat them in the privacy of my own kitchen; it’s a guilty pleasure, not a crime. My hope in sharing with you the story of my unprivileged past, is that in your great wisdom, you won’t judge me

CONCLUSION

To summarize the DIKW spectrum, data builds context to create information which, when added to experience, forms knowledge that then leads to wisdom. These are components of everything we do. Acting impulsively, we can still see what’s in front of us; there are inputs and experiences that drive our actions. Even doing nothing is a decision perhaps based on being tired and fed up.

Certainly, when making a well-considered and thoughtful decision we use all four components of the DIKW spectrum to get to a wise choice.