Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Just as a detective
collects clues in order
to solve a case…
Copyright © Martin Lindstrom
…my role is to pick
up emotional DNA
Copyright © Martin Lindstrom
If you want to study
animals don’t go to
the zoo go to the
amazon
Copyright © Martin Lindstrom
Every minute we
leave traces of
emotional DNA
behind us…
Copyright © Martin Lindstrom
Seemingly
insignificant
observations made
in consumers homes
Copyright © Martin Lindstrom
I call it..
Small Data
Copyright © Martin Lindstrom
small·data
smôl dā´tə
Seemingly insignificant behavioral ob-
servations that point toward one...
Copyright © Martin Lindstrom
Small Data
could be…
Copyright © Martin Lindstrom
Or…
Copyright © Martin Lindstrom
Or even…
Copyright © Martin Lindstrom
Here’s the issue –
no-one will tell you
the truth – often
because they don’t
even know it
the...
Copyright © Martin Lindstrom
How honest are
you on your
Facebook page?
Copyright © Martin Lindstrom
This is the reality
Copyright © Martin Lindstrom
Our Facebook page
portrays the image
we’d like the world
to know us for
Copyright © Martin Lindstrom
Everyone wants to
be a little bit more
memorable
Copyright © Martin Lindstrom
Most of us have a
mirror of our
Facebook page in
the bedroom
Copyright © Martin Lindstrom
Also search for your
coffee table book
Copyright © Martin Lindstrom
Perception room
Copyright © Martin Lindstrom
…means that you’re
interviewing a very
self confident
individual
Copyright © Martin Lindstrom
…means that the
respondent has a
limited education
and wants to
compensate for it
Copyright © Martin Lindstrom
…means that deep
inside this person
still needs to be
confirmed
Large bunch of keys hanging
f...
Copyright © Martin Lindstrom
… the respondent
would like to be
perceived as a
person with depth
Antiques spread across the...
Copyright © Martin Lindstrom
…lack of emotional
fulfilment as a child
Picture: A ton of cute
elements displayed in the
home
Copyright © Martin Lindstrom
…one of your parent
was very absent
while you were a
child
Hello kitty collection
Copyright © Martin Lindstrom
…wants to secure
attention – to be
seen as unique
Collecting a lot of the same stuff
Copyright © Martin Lindstrom
The reality is that
our homes is an
open book into
our lives
Copyright © Martin Lindstrom
the more “personal”
an item is, the more
it reveals the truth
about someone.
Copyright © Martin Lindstrom
…and a reflection of
our imbalances
Copyright © Martin Lindstrom
Life is all about
balance…
Copyright © Martin Lindstrom
We’re all out of balance
Copyright © Martin Lindstrom
Nations are out of
balance…
Copyright © Martin Lindstrom
And you and I are
out of balance…
Copyright © Martin Lindstrom
We’re hardwired to
seek a balance
Copyright © Martin Lindstrom
It is the gap between
being in balance –
and out of balance
which represents the
opportunity ...
Copyright © Martin Lindstrom
I feel overweight
I feel lonely
I feel a midlife crises
Copyright © Martin Lindstrom
We have always had
certain needs
Copyright © Martin Lindstrom
Networking A tribe leader
Food Sex Sanitary
Sleep Someone in the
woods shitting
behind a bush...
Copyright © Martin Lindstrom
And yes our goal is
to create a love affair
Copyright © Martin Lindstrom
But here’s the reality
– we can’t create
love using a
spreadsheet
Copyright © Martin Lindstrom
In the last two years,
humans have created
90% of all information
ever created by our
species
Copyright © Martin Lindstrom
Some of our time
greatest brands are
created on instinct
Copyright © Martin Lindstrom
My unusual meeting
with Ingvar Kamprad
Copyright © Martin Lindstrom
Murdoch’s 50 daily
newspapers
Copyright © Martin Lindstrom
Michele Ferrero on
all four on the floor
Copyright © Martin Lindstrom
They all had one
thing in common –
they used their
instinct
Copyright © Martin Lindstrom
What is an instinct?
Copyright © Martin Lindstrom
But our instinct is in
danger
Copyright © Martin Lindstrom
Because we’re all
fundamentally
insecure
Copyright © Martin Lindstrom
In the “good old
days” the saying
was that one would
never be fired if
installing a IBM
solut...
Copyright © Martin Lindstrom
Today one will
never be fired if
you have a
BIG data
strategy
Copyright © Martin Lindstrom
December, 2012
Copyright © Martin Lindstrom
Google flu trends
flu
Copyright © Martin Lindstrom
Google
Centre for
Disease Control
Copyright © Martin Lindstrom
flu
You cared about
correlation
causation
rather than
Copyright © Martin Lindstrom
I’m an observer
x
Copyright © Martin Lindstrom
Who’s the true
decision maker in
the home?92%
Copyright © Martin Lindstrom
We’ve learnt that a
surprising low
number of
respondents are able
to portray an
surprisingly
...
Copyright © Martin Lindstrom
LEGO’s crises began
in 2002
Copyright © Martin Lindstrom
In 2003 LEGO made
a historic move
Copyright © Martin Lindstrom
The instant
gratification
generation
Copyright © Martin Lindstrom
30% drop in revenue
Copyright © Martin Lindstrom
An 11 year old
German boy
Copyright © Martin Lindstrom
LEGO learnt that
time is not of
essence
Copyright © Martin Lindstrom
…if kids are in the
driver seat
Copyright © Martin Lindstrom
The return of the tiny
LEGO bricks
Copyright © Martin Lindstrom
LEGO recently
announced a 31%
jump in profit
Copyright © Martin Lindstrom
Small Data is all
about finding where
we are weak – and
using this as our
gateway to
opportun...
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
We have tons of
data but no
information
Copyright © Martin Lindstrom
An American bank
just recently noticed
an enormous volume
of customers
leaving…
Copyright © Martin Lindstrom
Big Data concluded
the customers were
unsatisfied with the
service
Copyright © Martin Lindstrom
Yet the reality was
that they were going
through a divorce
Copyright © Martin Lindstrom
Big data offers a
sense of distance
giving those who are
comfortable about
sitting behind a
s...
Copyright © Martin Lindstrom
But here’s the
question will
Big Data ever truly
understand us?
Copyright © Martin Lindstrom
Google self
driving car
Insert Google Selfdriving car video here
where we see a crash if not ...
Copyright © Martin Lindstrom
Google plans to program
its vehicle to “more
deeply understand” the
behavior of bus drivers.
...
Copyright © Martin Lindstrom
small data
+dataBIG
Copyright © Martin Lindstrom
Big and Small data
are like partners in a
dance
Copyright © Martin Lindstrom
0%
20%
40%
60%
80%
20% 40% 60% 80%
Percentofforecastbasedonlogic/bigdata
Percent of forecast ...
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Innovation is all
about being bored
Copyright © Martin Lindstrom
The problem is that
we’re never bored
Copyright © Martin Lindstrom
What’s the first thing
we do when we’re
alone?
Copyright © Martin Lindstrom
But there’s a
looming problem in
the horizon…
Show a person looking
out from a tent with the
...
Copyright © Martin Lindstrom
If we’re not present –
we won’t see the
world
Copyright © Martin Lindstrom
I once learned… Twisting illustration
Copyright © Martin Lindstrom
Creativity is to
combining two
ordinary things in a
completely new way
Copyright © Martin Lindstrom
NeuroMarketing
Copyright © Martin Lindstrom
SensoryBranding
Copyright © LINDSTROM company
Copyright © Martin Lindstrom
Forget about
personal ads like
this…
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Recently an
executive from
Microsoft Research
approached me…
Copyright © Martin Lindstrom
A picture tells a
thousand words -
A consumer visit
replaces thousands
of reports
“
”
Copyright © Martin Lindstrom
A challenge for you.
What do you think the future
of branding will be?
Copyright © Martin Lindstrom
#LindstromSpeaks
Copyright © Martin Lindstrom
Creativity is to
have courage in
the sea of Big
data irrelevance
Martin Lindstrom
Upcoming SlideShare
Loading in …5
×

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

1,657 views

Published on

Prima parte a prezentarii sustinuta de Martin Lindstrom la Conferinta organizata de Brand Minds, la Radisson, in 10.03.2016.

Published in: Business

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

  1. 1. Copyright © Martin Lindstrom
  2. 2. Copyright © Martin Lindstrom Just as a detective collects clues in order to solve a case…
  3. 3. Copyright © Martin Lindstrom …my role is to pick up emotional DNA
  4. 4. Copyright © Martin Lindstrom If you want to study animals don’t go to the zoo go to the amazon
  5. 5. Copyright © Martin Lindstrom Every minute we leave traces of emotional DNA behind us…
  6. 6. Copyright © Martin Lindstrom Seemingly insignificant observations made in consumers homes
  7. 7. Copyright © Martin Lindstrom I call it.. Small Data
  8. 8. Copyright © Martin Lindstrom 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.
  9. 9. Copyright © Martin Lindstrom Small Data could be…
  10. 10. Copyright © Martin Lindstrom Or…
  11. 11. Copyright © Martin Lindstrom Or even…
  12. 12. Copyright © Martin Lindstrom Here’s the issue – no-one will tell you the truth – often because they don’t even know it themselves
  13. 13. Copyright © Martin Lindstrom How honest are you on your Facebook page?
  14. 14. Copyright © Martin Lindstrom This is the reality
  15. 15. Copyright © Martin Lindstrom Our Facebook page portrays the image we’d like the world to know us for
  16. 16. Copyright © Martin Lindstrom Everyone wants to be a little bit more memorable
  17. 17. Copyright © Martin Lindstrom Most of us have a mirror of our Facebook page in the bedroom
  18. 18. Copyright © Martin Lindstrom Also search for your coffee table book
  19. 19. Copyright © Martin Lindstrom Perception room
  20. 20. Copyright © Martin Lindstrom …means that you’re interviewing a very self confident individual
  21. 21. Copyright © Martin Lindstrom …means that the respondent has a limited education and wants to compensate for it
  22. 22. Copyright © Martin Lindstrom …means that deep inside this person still needs to be confirmed Large bunch of keys hanging from the wrist of a person
  23. 23. Copyright © Martin Lindstrom … the respondent would like to be perceived as a person with depth Antiques spread across the home
  24. 24. Copyright © Martin Lindstrom …lack of emotional fulfilment as a child Picture: A ton of cute elements displayed in the home
  25. 25. Copyright © Martin Lindstrom …one of your parent was very absent while you were a child Hello kitty collection
  26. 26. Copyright © Martin Lindstrom …wants to secure attention – to be seen as unique Collecting a lot of the same stuff
  27. 27. Copyright © Martin Lindstrom The reality is that our homes is an open book into our lives
  28. 28. Copyright © Martin Lindstrom the more “personal” an item is, the more it reveals the truth about someone.
  29. 29. Copyright © Martin Lindstrom …and a reflection of our imbalances
  30. 30. Copyright © Martin Lindstrom Life is all about balance…
  31. 31. Copyright © Martin Lindstrom We’re all out of balance
  32. 32. Copyright © Martin Lindstrom Nations are out of balance…
  33. 33. Copyright © Martin Lindstrom And you and I are out of balance…
  34. 34. Copyright © Martin Lindstrom We’re hardwired to seek a balance
  35. 35. Copyright © Martin Lindstrom It is the gap between being in balance – and out of balance which represents the opportunity for a brand
  36. 36. Copyright © Martin Lindstrom I feel overweight I feel lonely I feel a midlife crises
  37. 37. Copyright © Martin Lindstrom We have always had certain needs
  38. 38. Copyright © Martin Lindstrom Networking A tribe leader Food Sex Sanitary Sleep Someone in the woods shitting behind a bush Transportation
  39. 39. Copyright © Martin Lindstrom And yes our goal is to create a love affair
  40. 40. Copyright © Martin Lindstrom But here’s the reality – we can’t create love using a spreadsheet
  41. 41. Copyright © Martin Lindstrom In the last two years, humans have created 90% of all information ever created by our species
  42. 42. Copyright © Martin Lindstrom Some of our time greatest brands are created on instinct
  43. 43. Copyright © Martin Lindstrom My unusual meeting with Ingvar Kamprad
  44. 44. Copyright © Martin Lindstrom Murdoch’s 50 daily newspapers
  45. 45. Copyright © Martin Lindstrom Michele Ferrero on all four on the floor
  46. 46. Copyright © Martin Lindstrom They all had one thing in common – they used their instinct
  47. 47. Copyright © Martin Lindstrom What is an instinct?
  48. 48. Copyright © Martin Lindstrom But our instinct is in danger
  49. 49. Copyright © Martin Lindstrom Because we’re all fundamentally insecure
  50. 50. Copyright © Martin Lindstrom In the “good old days” the saying was that one would never be fired if installing a IBM solution
  51. 51. Copyright © Martin Lindstrom Today one will never be fired if you have a BIG data strategy
  52. 52. Copyright © Martin Lindstrom December, 2012
  53. 53. Copyright © Martin Lindstrom Google flu trends flu
  54. 54. Copyright © Martin Lindstrom Google Centre for Disease Control
  55. 55. Copyright © Martin Lindstrom flu You cared about correlation causation rather than
  56. 56. Copyright © Martin Lindstrom I’m an observer
  57. 57. x
  58. 58. Copyright © Martin Lindstrom Who’s the true decision maker in the home?92%
  59. 59. Copyright © Martin Lindstrom We’ve learnt that a surprising low number of respondents are able to portray an surprisingly accurate insight
  60. 60. Copyright © Martin Lindstrom LEGO’s crises began in 2002
  61. 61. Copyright © Martin Lindstrom In 2003 LEGO made a historic move
  62. 62. Copyright © Martin Lindstrom The instant gratification generation
  63. 63. Copyright © Martin Lindstrom 30% drop in revenue
  64. 64. Copyright © Martin Lindstrom An 11 year old German boy
  65. 65. Copyright © Martin Lindstrom LEGO learnt that time is not of essence
  66. 66. Copyright © Martin Lindstrom …if kids are in the driver seat
  67. 67. Copyright © Martin Lindstrom The return of the tiny LEGO bricks
  68. 68. Copyright © Martin Lindstrom LEGO recently announced a 31% jump in profit
  69. 69. Copyright © Martin Lindstrom Small Data is all about finding where we are weak – and using this as our gateway to opportunities
  70. 70. Copyright © Martin Lindstrom
  71. 71. Copyright © Martin Lindstrom We have tons of data but no information
  72. 72. Copyright © Martin Lindstrom An American bank just recently noticed an enormous volume of customers leaving…
  73. 73. Copyright © Martin Lindstrom Big Data concluded the customers were unsatisfied with the service
  74. 74. Copyright © Martin Lindstrom Yet the reality was that they were going through a divorce
  75. 75. Copyright © Martin Lindstrom Big data offers a sense of distance giving those who are comfortable about sitting behind a screen permission to do so
  76. 76. Copyright © Martin Lindstrom But here’s the question will Big Data ever truly understand us?
  77. 77. Copyright © Martin Lindstrom 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
  78. 78. Copyright © Martin Lindstrom Google plans to program its vehicle to “more deeply understand” the behavior of bus drivers. (good luck with that) “ ”
  79. 79. Copyright © Martin Lindstrom small data +dataBIG
  80. 80. Copyright © Martin Lindstrom Big and Small data are like partners in a dance
  81. 81. Copyright © Martin Lindstrom 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)
  82. 82. Copyright © Martin Lindstrom
  83. 83. Copyright © Martin Lindstrom Innovation is all about being bored
  84. 84. Copyright © Martin Lindstrom The problem is that we’re never bored
  85. 85. Copyright © Martin Lindstrom What’s the first thing we do when we’re alone?
  86. 86. Copyright © Martin Lindstrom 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
  87. 87. Copyright © Martin Lindstrom If we’re not present – we won’t see the world
  88. 88. Copyright © Martin Lindstrom I once learned… Twisting illustration
  89. 89. Copyright © Martin Lindstrom Creativity is to combining two ordinary things in a completely new way
  90. 90. Copyright © Martin Lindstrom NeuroMarketing
  91. 91. Copyright © Martin Lindstrom SensoryBranding
  92. 92. Copyright © LINDSTROM company
  93. 93. Copyright © Martin Lindstrom Forget about personal ads like this…
  94. 94. Copyright © Martin Lindstrom
  95. 95. Copyright © Martin Lindstrom
  96. 96. Copyright © Martin Lindstrom Recently an executive from Microsoft Research approached me…
  97. 97. Copyright © Martin Lindstrom A picture tells a thousand words - A consumer visit replaces thousands of reports “ ”
  98. 98. Copyright © Martin Lindstrom A challenge for you. What do you think the future of branding will be?
  99. 99. Copyright © Martin Lindstrom #LindstromSpeaks
  100. 100. Copyright © Martin Lindstrom Creativity is to have courage in the sea of Big data irrelevance Martin Lindstrom

×