The vast availability of digital traces of unprecedented form and scale has led many to believe that we are entering a new data revolution. Many argue that these new data sources and tools will allow us to improve research processes in transformative ways. However, it is important to be cognizant of the theoretical, methodological and practical challenges associated with such computational approaches, especially with regards to the role of the analyst, data access and distribution, and the critical role of theory in interpreting analytical outcomes. The more data is available, the more theory is needed to know what to look for and how to interpret what we have found. In this blog I set out to rethink the key challenges faced by big data researchers.