 In order to make predictions in changing environments, it would be necessary to have a thorough understanding of the systems dynamic, which requires theory.As a response to this critique Alemany Oliver and Vayre suggest to use "abductive reasoning as a first step in the research process in order to bring context to consumers' digital traces and make new theories emerge".Additionally, it has been suggested to combine big data approaches with computer simulations, such as agent-based models and complex systems.