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

Copyright © Martin Lindstrom
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 trends
flu

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%
Percentofforecastbasedonlogic/bigdata
Percent of forecast based on instinct/small data
Accuracy:
Prevalence:
> 40
> 21 - 40
< 20
2%
25%
Source:JournalofAppliedPsychology,November2015
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…

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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