On the limits of Big Data in social sciences

Big Data has burst as a promising technological infrastructure, as a guarantee for great advances in social sciences. The massive data collection about habits and characteristics of mobile device users has been suggested as the key to reach an accurate description of the society and its individuals. However, the enthusiasm concerning this new data source and its interconnection capability (social networks, online shopping, etc.) could suppose a noninsignificant threat to a suitable scientific progress, raising some kind of technological Neoqueteletism, and making the world's "datification" be mistaken for world's comprehension. So, there is a risk of transferring the attention to the data alone ignoring context and methodology. Big Data can be a remarkable contribution; however, any misunderstanding may be seriously misleading.