Big data is great when you want to verify and quantify small data - as big data is all about seeking a correlation - small data about seeking the causation.

The enemy shapes the brand.

In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement.

Products are produced in the factory; brands are produced in our minds.

Fear can come across in absence of sharp corners, locked windows in hotel rooms, locks, passwords, security...fairytales (the type of storylines)...in fact everywhere.

Small Data defines this space, identifies the imbalances we all have and thus the gap these imbalances represents for your new innovation.

Brands must make use of the inclination of consumers to be persuaded by friends.