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Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.

Martin Lindstrom

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Martin Lindstrom
Age: 54
Born: 1970
Born: January 1
Author
Writer
DK
Martinas Lindstromas
Changes
Correlations
Small
Incremental
Bigs
Causation
Understand
Correlation
Reason
Data
Make
Reasons
Seeking
Thus

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Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.
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If we define value as emotions - and emotional engagement...i.e. love!
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Imagine Pepsi without Coke. Impossible, right?
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I think it is fair to say that the end goal might be a demand yet your focus when building brands should rarely focus on this objective.
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