martin lindstrom - small data - full day conference part 2 of 4 handout

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

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

ratingSource: 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!

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

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

Embodied

Cognition

1. A doctor

2. A dentist

3. Or just a white

lab coat

As transitions are

fading away we’re

all in a desperate

search for new

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 waterChinese 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

Insert quote from Schin –

talking about they felt luxury

when drinking heinken but took

the bus home after their night

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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