ABSTRACT
There has been an increasing attention to “big data” as a source of information about individuals. Much of the focus has been on the structured data such as demographics and behavior. However, other unstructured data in the form of utterances from individuals could shed light on personal opinions and attitudes. These data are considered as tiny narrative bits—narbs—that offer insights into the life of the individual. This chapter offers a way of categorizing the unstructured component to offer an analytical starting point to answer questions that arise when big data are examined through the lens of narbs.
