Small data the new Big data

In a recent interview Martin Lindstrom clearly explain what is Small data for: “Small Data is all about finding the causation, the reason why” is analyzing and predicting the future not taking care of the past. He also use to say: “If you take the top 100 biggest innovations of our time, perhaps around 60% to 65% percent are really based on Small Data.”

If this is so, why do we disregard the Small Data and particularly the Health Small Data?. Put it in another words is not a matter of what the doctors want and what is required for research, is a matter of what the patients feel and what is needed to improve their lives. An this small data belong to them, to the patients, to the users, for their own benefit.