In the past, when we thought of things, those ideas became knowledge when we wrote them down. The current "big data" field couldn't be more different. There, data isn’t quite knowledge until researchers analyze it and shift it into interesting pieces of information - much like a microscope. However, researchers don't collect exo-bits and peda-bites of data. Instead, they look through that microscope to find what they could never see before using incredibly powerful algorithms.