Send in the creative folks
I can only liken this to how scientists have started to involve gamers in solving complex scientific problems. I love the idea of looking at candidates from other backgrounds, not just IT, to work with Big Data. It's a very tricky thing, trying to look at mass amounts of data and draw correlations. If you ask me, it's the creative types that would make strides in this, as they tend to think of different ways to relate information, and can often mentally visualize how data is connected. The problem is that these roles still scream IT geek, as sexy as you may make it seem, so many folks who would do wonders in this type of role would still question how they could possibly be qualified for what they deem to be a technical role.