Tech vendors boast about the hidden value of unstructured data as organizations can unearth real value from big data. But these vendors use the wrong approach. Instead of pulling the data apart,  the first task should be to establish the right question like – Who is my best customer? What products are failing? Once the questions are set, a data scientist will start linking unstructured data to structured information available. The goal will be to find information that is connected to the problem at hand.