martin lindstrom - small data - full day conference part 2 of 4 handout
TRANSCRIPT
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 finish in
2004 was…
1 hour and 5 minutes
Copyright © Martin Lindstrom
1 hour and 5 minutes
Source: New York Times, June 2014
While in 2014 it was
1 hour and 55 minutes
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 their cell
phones
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
Copyright © Martin Lindstrom
Everything takes
place in the bed
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Causing major
problems for cushion
manufacturer
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And the bed is
placed according to
the power socket
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The boys bedroom is
no exception
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The mirrors are full
body in length and
all the clothes are
hanging out for
display
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An average teen has
SIX different online
personalities
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And they treat and
manage themselves
completely as
brands
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In 2001 - I predicted
that every kid would
have their own color
brochure
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… two years later
Facebook arrived
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Within the near
future every kid will
monitor the status of
their personal brand
just as you monitor
the status of your
business brand
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But there's another
major difference
between their
generation and ours
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They’ll all own their
own broadcast
platform – their
equivalent of a child
savings account
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But even our
perfectly nurtured
Facebook page
reveals a fascinating
insight into our lives
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Copyright © Martin Lindstrom
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Copyright © Martin Lindstrom
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Copyright © Martin Lindstrom
Our digital Small
Data often reveals
surprisingly
accurate
conclusions
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Like…
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Or… Desert in saudi
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Or what about…British humor (perhaps mr. bean)
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All these national
mood reflections are
captured in one tiny
symbol – the emoji!
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The most frequently
used emoji in Russia
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…in Saudi
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…and in UK
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Do you use
emojis?
Source: Match.com study January 2015 of 5,675 respondents
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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
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
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
Copyright © Martin Lindstrom
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
Copyright © Martin Lindstrom
But here’s the
problem
Angry driver having a angry fit of
another passenger in another car
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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 forms and
sizes of Small Data
Copyright © Martin Lindstrom
Locked Stage
Memory
Arrogant
Lubricant
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First there’s our
color brochure…
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Stage“My staged personality”
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A couple of years
ago a major fashion
chain were puzzled
about their lack of
growth
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The big data were
telling them that they
were loved among
their customers
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Yet the revenue was
declining
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23 minutes!
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Why?
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Copyright © Martin Lindstrom
TWO more seasons
annually
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But there was
another issue…
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Girls are buying
books completely
differently
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.
“
”
Copyright © Martin Lindstrom
So I began observing
girls entering
dressing rooms
Picture of Small dressing room
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Copyright © Martin Lindstrom
Copyright © Martin Lindstrom
Then there’s our
physical memory
bank
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Memory“My collective mind”
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Don’t forget what the
entire purpose of all
this is…
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To identify our
‘out of balance’
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Transformation
is fading away
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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
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As transitions are
fading away we’re
all in a desperate
search for new
ones
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Explaining why…
Source: Statistica 2015: Concert ticket sales revenue in North
America from 1990 to 2014 (in billion U.S. dollars)
Copyright © Martin Lindstrom
Or why do people
eat hotdogs, candy,
drink regular Cokes
and tons of popcorns
when going to the
cinema?
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Why do we love
re-watching our
favorite movies?
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We tend to remember
the past in a very
positive light for
some reason
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This was the very
theory driving one of
the biggest discoveries
in Danone’s 93 year
history
Chinese farm
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The taste of
nostalgic waterChinese evian ad
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These small data are
visible in even the
most innocent
format like…
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If you notice a person
collecting a lot of
charm bracelets
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You can be sure that
this person is a
collector of
memories – and
thrives on past
emotions
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Lubricant“My thoughtful mind”
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Remember we talked
about enclothed
cognition?
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When we’re going
out – we take on a
completely different
personality
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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
Copyright © Martin Lindstrom
One of our deepest
conflicts can be
found in the fridge
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The fridge test often
reveals how many
close friends we
truly have
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But it also discloses
our inner conflicts
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Locked“My conflicting mind”
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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 reveals your
true personality
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Finally there is the
Arrogant mind“My selfish mind”
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Zooming out the
landscape of Small
Data begins to be
fascinating…
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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 becomes
truly fascinating
Copyright © Martin Lindstrom
A challenge for you. Shoot some Small Data photos
over the next hours and upload
these before 4.00pm
Copyright © Martin Lindstrom
#LindstromSpeaks