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Copyright © Martin Lindstrom
by Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
We’re rarely truly
present
Copyright © Martin Lindstrom
Source: New York Times, June 2014
A study concluded
that the average time
from start to finis...
Copyright © Martin Lindstrom
1 hour and 5 minutes
Source: New York Times, June 2014
While in 2014 it was
1 hour and 55 min...
Copyright © Martin Lindstrom
Thanks to our
phones we are never
altogether present
and never
completely alone
Copyright © Martin Lindstrom
Girls bedrooms have
dramatically
changed over the
past five years
Copyright © Martin Lindstrom
The first light teens
see every morning is
the screen – and the
last light they switch
off is...
Copyright © Martin Lindstrom
Teenagers spend up
to eleven hours a
day plugged into an
electronic device
Nancy Jo Sales
Soc...
Copyright © Martin Lindstrom
Everything takes
place in the bed
Copyright © Martin Lindstrom
Causing major
problems for cushion
manufacturer
Copyright © Martin Lindstrom
And the bed is
placed according to
the power socket
Copyright © Martin Lindstrom
The boys bedroom is
no exception
Copyright © Martin Lindstrom
The mirrors are full
body in length and
all the clothes are
hanging out for
display
Copyright © Martin Lindstrom
An average teen has
SIX different online
personalities
Copyright © Martin Lindstrom
And they treat and
manage themselves
completely as
brands
Copyright © Martin Lindstrom
In 2001 - I predicted
that every kid would
have their own color
brochure
Copyright © Martin Lindstrom
… two years later
Facebook arrived
Copyright © Martin Lindstrom
Within the near
future every kid will
monitor the status of
their personal brand
just as you ...
Copyright © Martin Lindstrom
But there's another
major difference
between their
generation and ours
Copyright © Martin Lindstrom
They’ll all own their
own broadcast
platform – their
equivalent of a child
savings account
Copyright © Martin Lindstrom
But even our
perfectly nurtured
Facebook page
reveals a fascinating
insight into our lives
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
Our digital Small
Data often reveals
surprisingly
accurate
conclusions
Copyright © Martin Lindstrom
Like…
Copyright © Martin Lindstrom
Or… Desert in saudi
Copyright © Martin Lindstrom
Or what about…
British humor (perhaps mr. bean)
Copyright © Martin Lindstrom
All these national
mood reflections are
captured in one tiny
symbol – the emoji!
Copyright © Martin Lindstrom
The most frequently
used emoji in Russia
Copyright © Martin Lindstrom
…in Saudi
Copyright © Martin Lindstrom
…and in UK
Copyright © Martin Lindstrom
Do you use
emojis?
Source: Match.com study January 2015 of 5,675 respondents
Copyright © Martin Lindstrom
54% of emoji users
had sex in 2014
compared to 31% of
singles who didn’t
Source: Match.com st...
Copyright © Martin Lindstrom
62% percent of
emoji users want to
get married
compared to 30% of
people who never
used an em...
Copyright © Martin Lindstrom
With 70% accuracy,
software is today
able to access how
a person is feeling -
based on the wa...
Copyright © Martin Lindstrom
Your typos, how
frequently you use
CAPs and your choice
of certain words can
with 79% accurac...
Copyright © Martin Lindstrom
But here’s the
problem
Angry driver having a angry fit of
another passenger in another car
Copyright © Martin Lindstrom
We all have split
personalities or
what I call the
Arrogant mind
Copyright © Martin Lindstrom
In the online world
we call “them” trolls
Copyright © Martin Lindstrom
What we’ve
discovered is that
just as there’s
different pieces in
chess – there’s
different f...
Copyright © Martin Lindstrom
Locked Stage
Memory
Arrogant
Lubricant
Copyright © Martin Lindstrom
First there’s our
color brochure…
Copyright © Martin Lindstrom
Stage
“My staged personality”
Copyright © Martin Lindstrom
A couple of years
ago a major fashion
chain were puzzled
about their lack of
growth
Copyright © Martin Lindstrom
The big data were
telling them that they
were loved among
their customers
Copyright © Martin Lindstrom
Yet the revenue was
declining
Copyright © Martin Lindstrom
23 minutes!
Copyright © Martin Lindstrom
Why?
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
TWO more seasons
annually
Copyright © Martin Lindstrom
But there was
another issue…
Copyright © Martin Lindstrom
Girls are buying
books completely
differently
Copyright © Martin Lindstrom
The way girls shop has
changed from individual
choices and browsing to
now girls pitching boo...
Copyright © Martin Lindstrom
So I began observing
girls entering
dressing rooms
Picture of Small dressing room
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Then there’s our
physical memory
bank
Copyright © Martin Lindstrom
Memory
“My collective mind”
Copyright © Martin Lindstrom
Don’t forget what the
entire purpose of all
this is…
Copyright © Martin Lindstrom
To identify our
‘out of balance’
Copyright © Martin Lindstrom
Transformation
is fading away
Copyright © Martin Lindstrom
x
Copyright © Martin Lindstrom
PAUSE
Copyright © Martin Lindstrom
Embodied
Cognition
Copyright © Martin Lindstrom 2010
Copyright © Martin LindstromCopyright © Martin Lindstrom 2010
1. A doctor
2. A dentist
3. Or just a white
lab coat
Copyright © Martin Lindstrom
As transitions are
fading away we’re
all in a desperate
search for new
ones
Copyright © Martin Lindstrom
Explaining why…
Source: Statistica 2015: Concert ticket sales revenue in North
America from 1...
Copyright © Martin Lindstrom
Or why do people
eat hotdogs, candy,
drink regular Cokes
and tons of popcorns
when going to t...
Copyright © Martin Lindstrom
Why do we love
re-watching our
favorite movies?
Copyright © Martin Lindstrom
We tend to remember
the past in a very
positive light for
some reason
Copyright © Martin Lindstrom
This was the very
theory driving one of
the biggest discoveries
in Danone’s 93 year
history
C...
Copyright © Martin Lindstrom
The taste of
nostalgic water
Chinese evian ad
Copyright © Martin Lindstrom
These small data are
visible in even the
most innocent
format like…
Copyright © Martin Lindstrom
If you notice a person
collecting a lot of
charm bracelets
Copyright © Martin Lindstrom
You can be sure that
this person is a
collector of
memories – and
thrives on past
emotions
Copyright © Martin Lindstrom
Lubricant
“My thoughtful mind”
Copyright © Martin Lindstrom
Remember we talked
about enclothed
cognition?
Copyright © Martin Lindstrom
When we’re going
out – we take on a
completely different
personality
Copyright © Martin Lindstrom
Me and my friends
would save money to
buy a Heineken bucket
at the bar. It would
make us feel...
Copyright © Martin Lindstrom
One of our deepest
conflicts can be
found in the fridge
Copyright © Martin Lindstrom
The fridge test often
reveals how many
close friends we
truly have
Copyright © Martin Lindstrom
But it also discloses
our inner conflicts
Copyright © Martin Lindstrom
Locked
“My conflicting mind”
Copyright © Martin Lindstrom
You’ll find our
locked mind in the
cupboard, under the
bed and in the fridge
Copyright © Martin Lindstrom
…like the way you
place the vegetables,
hide your sodas or
just how messy your
fridge is reve...
Copyright © Martin Lindstrom
Finally there is the
Arrogant mind
“My selfish mind”
Copyright © Martin Lindstrom
Zooming out the
landscape of Small
Data begins to be
fascinating…
Copyright © Martin Lindstrom
Full page collage of pictures from
various private homes in NC
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
But it is when
combining clues in
the online world with
the offline world that
the picture be...
Copyright © Martin Lindstrom
A challenge for you.
Shoot some Small Data photos
over the next hours and upload
these before...
Copyright © Martin Lindstrom
#LindstromSpeaks
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Martin Lindstrom - Small Data - full day conference part 2 of 4 handout

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A doua parte a prezentarii lui Martin Lindstrom, de la Conferinta organizata de Brand Minds, la Radisson, in data de 10.03.2016.

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Martin Lindstrom - Small Data - full day conference part 2 of 4 handout

  1. 1. Copyright © Martin Lindstrom by Martin Lindstrom
  2. 2. Copyright © Martin Lindstrom
  3. 3. Copyright © Martin Lindstrom We’re rarely truly present
  4. 4. Copyright © Martin Lindstrom Source: New York Times, June 2014 A study concluded that the average time from start to finish in 2004 was… 1 hour and 5 minutes
  5. 5. Copyright © Martin Lindstrom 1 hour and 5 minutes Source: New York Times, June 2014 While in 2014 it was 1 hour and 55 minutes
  6. 6. Copyright © Martin Lindstrom Thanks to our phones we are never altogether present and never completely alone
  7. 7. Copyright © Martin Lindstrom Girls bedrooms have dramatically changed over the past five years
  8. 8. Copyright © Martin Lindstrom The first light teens see every morning is the screen – and the last light they switch off is their cell phones
  9. 9. Copyright © Martin Lindstrom Teenagers spend up to eleven hours a day plugged into an electronic device Nancy Jo Sales Social Media and the Secret Lives of Teenagers
  10. 10. Copyright © Martin Lindstrom Everything takes place in the bed
  11. 11. Copyright © Martin Lindstrom Causing major problems for cushion manufacturer
  12. 12. Copyright © Martin Lindstrom And the bed is placed according to the power socket
  13. 13. Copyright © Martin Lindstrom The boys bedroom is no exception
  14. 14. Copyright © Martin Lindstrom The mirrors are full body in length and all the clothes are hanging out for display
  15. 15. Copyright © Martin Lindstrom An average teen has SIX different online personalities
  16. 16. Copyright © Martin Lindstrom And they treat and manage themselves completely as brands
  17. 17. Copyright © Martin Lindstrom In 2001 - I predicted that every kid would have their own color brochure
  18. 18. Copyright © Martin Lindstrom … two years later Facebook arrived
  19. 19. Copyright © Martin Lindstrom Within the near future every kid will monitor the status of their personal brand just as you monitor the status of your business brand
  20. 20. Copyright © Martin Lindstrom But there's another major difference between their generation and ours
  21. 21. Copyright © Martin Lindstrom They’ll all own their own broadcast platform – their equivalent of a child savings account
  22. 22. Copyright © Martin Lindstrom But even our perfectly nurtured Facebook page reveals a fascinating insight into our lives
  23. 23. Copyright © Martin Lindstrom x
  24. 24. Copyright © Martin Lindstrom x
  25. 25. Copyright © Martin Lindstrom x
  26. 26. Copyright © Martin Lindstrom Our digital Small Data often reveals surprisingly accurate conclusions
  27. 27. Copyright © Martin Lindstrom Like…
  28. 28. Copyright © Martin Lindstrom Or… Desert in saudi
  29. 29. Copyright © Martin Lindstrom Or what about… British humor (perhaps mr. bean)
  30. 30. Copyright © Martin Lindstrom All these national mood reflections are captured in one tiny symbol – the emoji!
  31. 31. Copyright © Martin Lindstrom The most frequently used emoji in Russia
  32. 32. Copyright © Martin Lindstrom …in Saudi
  33. 33. Copyright © Martin Lindstrom …and in UK
  34. 34. Copyright © Martin Lindstrom Do you use emojis? Source: Match.com study January 2015 of 5,675 respondents
  35. 35. Copyright © Martin Lindstrom 54% of emoji users had sex in 2014 compared to 31% of singles who didn’t Source: Match.com study January 2015 of 5,675 respondents
  36. 36. Copyright © Martin Lindstrom 62% percent of emoji users want to get married compared to 30% of people who never used an emoji Source: Match.com study January 2015 of 5,675 respondents
  37. 37. Copyright © Martin Lindstrom With 70% accuracy, software is today able to access how a person is feeling - based on the way the person types Source: Journal Behaviour and Information Technology, October 2014
  38. 38. Copyright © Martin Lindstrom Your typos, how frequently you use CAPs and your choice of certain words can with 79% accuracy determine your credit rating Source: Journal Behaviour and Information Technology, October 2014
  39. 39. Copyright © Martin Lindstrom But here’s the problem Angry driver having a angry fit of another passenger in another car
  40. 40. Copyright © Martin Lindstrom We all have split personalities or what I call the Arrogant mind
  41. 41. Copyright © Martin Lindstrom In the online world we call “them” trolls
  42. 42. Copyright © Martin Lindstrom What we’ve discovered is that just as there’s different pieces in chess – there’s different forms and sizes of Small Data
  43. 43. Copyright © Martin Lindstrom Locked Stage Memory Arrogant Lubricant
  44. 44. Copyright © Martin Lindstrom First there’s our color brochure…
  45. 45. Copyright © Martin Lindstrom Stage “My staged personality”
  46. 46. Copyright © Martin Lindstrom A couple of years ago a major fashion chain were puzzled about their lack of growth
  47. 47. Copyright © Martin Lindstrom The big data were telling them that they were loved among their customers
  48. 48. Copyright © Martin Lindstrom Yet the revenue was declining
  49. 49. Copyright © Martin Lindstrom 23 minutes!
  50. 50. Copyright © Martin Lindstrom Why?
  51. 51. Copyright © Martin Lindstrom
  52. 52. Copyright © Martin Lindstrom TWO more seasons annually
  53. 53. Copyright © Martin Lindstrom But there was another issue…
  54. 54. Copyright © Martin Lindstrom Girls are buying books completely differently
  55. 55. Copyright © Martin Lindstrom The way girls shop has changed from individual choices and browsing to now girls pitching books to one another seeking validation in their choices. “ ”
  56. 56. Copyright © Martin Lindstrom So I began observing girls entering dressing rooms Picture of Small dressing room
  57. 57. Copyright © Martin Lindstrom
  58. 58. Copyright © Martin Lindstrom
  59. 59. Copyright © Martin Lindstrom Then there’s our physical memory bank
  60. 60. Copyright © Martin Lindstrom Memory “My collective mind”
  61. 61. Copyright © Martin Lindstrom Don’t forget what the entire purpose of all this is…
  62. 62. Copyright © Martin Lindstrom To identify our ‘out of balance’
  63. 63. Copyright © Martin Lindstrom Transformation is fading away
  64. 64. Copyright © Martin Lindstrom x
  65. 65. Copyright © Martin Lindstrom PAUSE
  66. 66. Copyright © Martin Lindstrom Embodied Cognition Copyright © Martin Lindstrom 2010
  67. 67. Copyright © Martin LindstromCopyright © Martin Lindstrom 2010 1. A doctor 2. A dentist 3. Or just a white lab coat
  68. 68. Copyright © Martin Lindstrom As transitions are fading away we’re all in a desperate search for new ones
  69. 69. Copyright © Martin Lindstrom Explaining why… Source: Statistica 2015: Concert ticket sales revenue in North America from 1990 to 2014 (in billion U.S. dollars)
  70. 70. Copyright © Martin Lindstrom Or why do people eat hotdogs, candy, drink regular Cokes and tons of popcorns when going to the cinema?
  71. 71. Copyright © Martin Lindstrom Why do we love re-watching our favorite movies?
  72. 72. Copyright © Martin Lindstrom We tend to remember the past in a very positive light for some reason
  73. 73. Copyright © Martin Lindstrom This was the very theory driving one of the biggest discoveries in Danone’s 93 year history Chinese farm
  74. 74. Copyright © Martin Lindstrom The taste of nostalgic water Chinese evian ad
  75. 75. Copyright © Martin Lindstrom These small data are visible in even the most innocent format like…
  76. 76. Copyright © Martin Lindstrom If you notice a person collecting a lot of charm bracelets
  77. 77. Copyright © Martin Lindstrom You can be sure that this person is a collector of memories – and thrives on past emotions
  78. 78. Copyright © Martin Lindstrom Lubricant “My thoughtful mind”
  79. 79. Copyright © Martin Lindstrom Remember we talked about enclothed cognition?
  80. 80. Copyright © Martin Lindstrom When we’re going out – we take on a completely different personality
  81. 81. Copyright © Martin Lindstrom Me and my friends would save money to buy a Heineken bucket at the bar. It would make us feel like kings until we catch the bus home Insert quote from Schin – talking about they felt luxury when drinking heinken but took the bus home after their night out
  82. 82. Copyright © Martin Lindstrom One of our deepest conflicts can be found in the fridge
  83. 83. Copyright © Martin Lindstrom The fridge test often reveals how many close friends we truly have
  84. 84. Copyright © Martin Lindstrom But it also discloses our inner conflicts
  85. 85. Copyright © Martin Lindstrom Locked “My conflicting mind”
  86. 86. Copyright © Martin Lindstrom You’ll find our locked mind in the cupboard, under the bed and in the fridge
  87. 87. Copyright © Martin Lindstrom …like the way you place the vegetables, hide your sodas or just how messy your fridge is reveals your true personality
  88. 88. Copyright © Martin Lindstrom Finally there is the Arrogant mind “My selfish mind”
  89. 89. Copyright © Martin Lindstrom Zooming out the landscape of Small Data begins to be fascinating…
  90. 90. Copyright © Martin Lindstrom Full page collage of pictures from various private homes in NC
  91. 91. Copyright © Martin Lindstrom
  92. 92. Copyright © Martin Lindstrom But it is when combining clues in the online world with the offline world that the picture becomes truly fascinating
  93. 93. Copyright © Martin Lindstrom A challenge for you. Shoot some Small Data photos over the next hours and upload these before 4.00pm
  94. 94. Copyright © Martin Lindstrom #LindstromSpeaks

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