Oufan, Sarah

Oufan, Sarah
Start date:
October 2015
Research Topic:
Exploring the impact of big data technologies on organisational outcomes using an affordance actualisation lens
Research pathway:
Research Supervisor:
Professor Luigi M De Luca
Supervising school:
Cardiff Business School,
Primary funding source:
ESRC Studentship

Big data technologies (e.g. smart meters; smartphones, smart watches) are advanced technologies that enable data to be collected in real time at large volume and at low cost. Anecdotal evidence suggests that the insights derived from big data have the potential to transform business strategies and business models and thereby improve marketing, product and service development, human resources (HR), operations, and other core business functions. Much of the previous research have neglected the role of the rich and convoluted user experiences in understanding the relationship between users and new information technologies. Since 2012, the concept of affordance has become the predominant way to theorize about IT-associated organizational change by leading researchers in the field of information systems. Against this backdrop, my PhD research aims to explore the notions of affordances and affordances actualization using the timely and relevant ā€˜smart meter revolutionā€™ as the focal big-data technology. Using qualitative research methods, I aim to explore the notions of affordances and affordances actualization in the context of smart meters.