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

Copyright © Martin Lindstrom
by Martin Lindstrom

We’re rarely truly
present

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

Source: New York Times, June 2014
While in 2014 it was

Thanks to our
phones we are never
altogether present
and never
completely alone

Girls bedrooms have
dramatically
changed over the
past five years

The first light teens
see every morning is
the screen – and the
last light they switch
off is their cell
phones

Teenagers spend up
to eleven hours a
day plugged into an
electronic device
Nancy Jo Sales
Social Media and the
Secret Lives of Teenagers

Everything takes
place in the bed

Causing major
problems for cushion
manufacturer

And the bed is
placed according to
the power socket

The boys bedroom is
no exception

The mirrors are full
body in length and
all the clothes are
hanging out for
display

An average teen has
SIX different online
personalities

And they treat and
manage themselves
completely as
brands

In 2001 - I predicted
that every kid would
have their own color
brochure

… two years later
Facebook arrived

Within the near
future every kid will
monitor the status of
their personal brand
just as you monitor
the status of your
business brand

But there's another
major difference
between their
generation and ours

They’ll all own their
own broadcast
platform – their
equivalent of a child
savings account

But even our
perfectly nurtured
Facebook page
reveals a fascinating
insight into our lives

x

Our digital Small
Data often reveals
surprisingly
accurate
conclusions

Like…

Or… Desert in saudi

Or what about…
British humor (perhaps mr. bean)

All these national
mood reflections are
captured in one tiny
symbol – the emoji!

The most frequently
used emoji in Russia

…in Saudi

…and in UK

Do you use
emojis?
Source: Match.com study January 2015 of 5,675 respondents

54% of emoji users
had sex in 2014
compared to 31% of
singles who didn’t

62% percent of
emoji users want to
get married
compared to 30% of
people who never
used an emoji

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

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

But here’s the
problem
Angry driver having a angry fit of
another passenger in another car

We all have split
personalities or
what I call the
Arrogant mind

In the online world
we call “them” trolls

What we’ve
discovered is that
just as there’s
different pieces in
chess – there’s
different forms and
sizes of Small Data

Locked Stage
Memory
Arrogant
Lubricant

First there’s our
color brochure…

Stage
“My staged personality”

A couple of years
ago a major fashion
chain were puzzled
about their lack of
growth

The big data were
telling them that they
were loved among
their customers

Yet the revenue was
declining

23 minutes!

Why?

TWO more seasons
annually

But there was
another issue…

Girls are buying
books completely
differently

The way girls shop has
changed from individual
choices and browsing to
now girls pitching books
to one another seeking
validation in their
choices.
“
”

So I began observing
girls entering
dressing rooms
Picture of Small dressing room

Then there’s our
physical memory
bank

Memory
“My collective mind”

Don’t forget what the
entire purpose of all
this is…

To identify our
‘out of balance’

Transformation
is fading away

PAUSE

Embodied
Cognition
Copyright © Martin Lindstrom 2010

As transitions are
fading away we’re
all in a desperate
search for new
ones

Explaining why…
Source: Statistica 2015: Concert ticket sales revenue in North
America from 1990 to 2014 (in billion U.S. dollars)

Or why do people
eat hotdogs, candy,
drink regular Cokes
and tons of popcorns
when going to the
cinema?

Why do we love
re-watching our
favorite movies?

We tend to remember
the past in a very
positive light for
some reason

This was the very
theory driving one of
the biggest discoveries
in Danone’s 93 year
history
Chinese farm

The taste of
nostalgic water
Chinese evian ad

These small data are
visible in even the
most innocent
format like…

If you notice a person
collecting a lot of
charm bracelets

You can be sure that
this person is a
collector of
memories – and
thrives on past
emotions

Lubricant
“My thoughtful mind”

Remember we talked
about enclothed
cognition?

When we’re going
out – we take on a
completely different
personality

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

One of our deepest
conflicts can be
found in the fridge

The fridge test often
reveals how many
close friends we
truly have

But it also discloses
our inner conflicts

Locked
“My conflicting mind”

You’ll find our
locked mind in the
cupboard, under the
bed and in the fridge

…like the way you
place the vegetables,
hide your sodas or
just how messy your
fridge is reveals your
true personality

Finally there is the
Arrogant mind
“My selfish mind”

Zooming out the
landscape of Small
Data begins to be
fascinating…

Full page collage of pictures from
various private homes in NC

But it is when
combining clues in
the online world with
the offline world that
the picture becomes
truly fascinating

A challenge for you.
Shoot some Small Data photos
over the next hours and upload
these before 4.00pm

#LindstromSpeaks

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

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