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…


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

home


…one of your parent

was very absent

while you were a

child

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

brand


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


flu

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

do so


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

ye-U


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

dance


0%

20%

40%

60%

80%

20% 40% 60% 80%

Pe

rce

nt o

f fore

ca

st b

ase

d o

n lo

gic

/big

da

ta

Percent of forecast based on instinct/small data

Accuracy:

Prevalence:

> 40

> 21 - 40

< 20

2%

25%

Sourc

e: J

ourn

al o

f Applie

d P

sycholo

gy, N

ovem

ber 2

015

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

tent


If we’re not present –

we won’t see the

world


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…

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gJLjnqGeNmL18M&tbnid=1wBRwWVUlDh2rM:&ved=0CAUQjRw&url=http://www.liberonetwork.com/on-being-a-needle-girl&ei=OHenUbPrHIiE9QTb4YDAAw&bvm=bv.47244034,d.eWU&psig=AFQjCNG6iQcup8ZzsBLbxCg2H4eyUiVIjw&ust=1370015847058101

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gJLjnqGeNmL18M&tbnid=1wBRwWVUlDh2rM:&ved=0CAUQjRw&url=http://www.liberonetwork.com/on-being-a-needle-girl&ei=OHenUbPrHIiE9QTb4YDAAw&bvm=bv.47244034,d.eWU&psig=AFQjCNG6iQcup8ZzsBLbxCg2H4eyUiVIjw&ust=1370015847058101


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