“…Although there are disadvantages to using routinely collected data for research, there are also advantages beyond the ease and cost of collection. There is a move towards the greater use of real‐world data, particularly in assessment of drug efficacy and adverse effects, because it represents actual practice (where a more heterogeneous population is treated, with polypharmacy, co‐morbidities and extremes of age commonplace) . The ‘V’ of ‘Velocity’ in Big Data makes it possible to find out what is happening to individuals as it happens, which has many applications in detecting adverse effects or epidemics, for example.…”