Martin Lindstrom - Small Data - full day presentation part 1 of 4 handout

Just as a detective

collects clues in order

to solve a case…

…my role is to pick

up emotional DNA

If you want to study

animals don’t go to

the zoo go to the

amazon

Every minute we

leave traces of

emotional DNA

behind us…

Seemingly

insignificant

observations made

in consumers homes

I call it..

Small Data

small·data

smôl dā´tə

Seemingly insignificant behavioral ob-

servations that point toward one or

more unmet customer needs. Small Data

is the foundation for breakthrough ideas

or transformative ways of turning

around brands.

Small Data

could be…

Or even…

Here’s the issue –

no-one will tell you

the truth – often

because they don’t

even know it

themselves

How honest are

you on your

Facebook page?

This is the reality

Our Facebook page

portrays the image

we’d like the world

to know us for

Everyone wants to

be a little bit more

memorable

Most of us have a

mirror of our

Facebook page in

the bedroom

Also search for your

coffee table book

Perception room

…means that you’re

interviewing a very

self confident

individual

…means that the

respondent has a

limited education

and wants to

compensate for it

…means that deep

inside this person

still needs to be

confirmed

Large bunch of keys hanging

from the wrist of a person

… the respondent

would like to be

perceived as a

person with depth

Antiques spread across the home

…lack of emotional

fulfilment as a child

Picture: A ton of cute

elements displayed in the

…one of your parent

was very absent

while you were a

Hello kitty collection

…wants to secure

attention – to be

seen as unique

Collecting a lot of the same stuff

The reality is that

our homes is an

open book into

our lives

the more “personal”

an item is, the more

it reveals the truth

about someone.

…and a reflection of

our imbalances

Life is all about

balance…

We’re all out of balance

Nations are out of

balance…

And you and I are

out of balance…

We’re hardwired to

seek a balance

It is the gap between

being in balance –

and out of balance

which represents the

opportunity for a

I feel overweight

I feel lonely

I feel a midlife crises

We have always had

certain needs

Networking A tribe leader

Food Sex Sanitary

Sleep Someone in the

woods shitting

behind a bush

Transportation

And yes our goal is

to create a love affair

But here’s the reality

– we can’t create

love using a

spreadsheet

In the last two years,

humans have created

90% of all information

ever created by our

species

Some of our time

greatest brands are

created on instinct

My unusual meeting

with Ingvar Kamprad

Murdoch’s 50 daily

newspapers

Michele Ferrero on

all four on the floor

They all had one

thing in common –

they used their

instinct

What is an instinct?

But our instinct is in

danger

Because we’re all

fundamentally

insecure

In the “good old

days” the saying

was that one would

never be fired if

installing a IBM

solution

Today one will

never be fired if

you have a

BIG data

strategy

December, 2012

Google flu trendsflu

Google

Centre for

Disease Control

You cared about

correlation

causation

rather than

I’m an observer

Who’s the true decision maker in

the home?92%

We’ve learnt that a

surprising low

number of

respondents are able

to portray an

surprisingly

accurate insight

LEGO’s crises began

in 2002

In 2003 LEGO made

a historic move

The instant

gratification

generation

30% drop in revenue

An 11 year old

German boy

LEGO learnt that

time is not of

essence

…if kids are in the

driver seat

The return of the tiny

LEGO bricks

LEGO recently

announced a 31%

jump in profit

Small Data is all

about finding where

we are weak – and

using this as our

gateway to

opportunities

We have tons of

data but no

information

An American bank

just recently noticed

an enormous volume

of customers

leaving…

Big Data concluded

the customers were

unsatisfied with the

service

Yet the reality was

that they were going

through a divorce

Big data offers a

sense of distance

giving those who are

comfortable about

sitting behind a

screen permission to

But here’s the

question will

Big Data ever truly

understand us?

Google self

driving car

Insert Google Selfdriving car video here

where we see a crash if not avaiabile insert

this video here:

https://www.youtube.com/watch?v=7oCe0aL

Google plans to program

its vehicle to “more

deeply understand” the

behavior of bus drivers. (good luck with that)

small data+dataBIG

Big and Small data

are like partners in a

20% 40% 60% 80%

f fore

Percent of forecast based on instinct/small data

Accuracy:

Prevalence:

> 21 - 40

f Applie

sycholo

The most accurate forecasters depend on both

logic (big data) and intuition (small data)

Innovation is all

about being bored

The problem is that

we’re never bored

What’s the first thing

we do when we’re

alone?

But there’s a

looming problem in

the horizon…

Show a person looking

out from a tent with the

zipper slightly down at the

If we’re not present –

we won’t see the

I once learned… Twisting illustration

Creativity is to

combining two

ordinary things in a

completely new way

NeuroMarketing

SensoryBranding

Forget about

personal ads like

this…

Recently an

executive from

Microsoft Research

approached me…

A picture tells a

thousand words -

A consumer visit

replaces thousands

of reports

A challenge for you. What do you think the future

of branding will be?

#LindstromSpeaks

Creativity is to have courage in

the sea of Big data irrelevance

Martin Lindstrom

Martin Lindstrom - Small Data - full day presentation part 1 of 4 handout

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Transcript of Martin Lindstrom - Small Data - full day presentation part 1 of 4 handout

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