Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.

Opinion free brands simply will struggle to survive in the future - of that simple reason that we increasingly want to associate ourselves with opinionated and authentic brands.

New techniques - often spinning out of technology and lack of privacy has resulted in new manipulative communication formats.

Small Data is not about testing concepts - it is more to create the foundation for innovative brand thinking.

I did however realize that only 4% of the world's population turns creative when in contact with water and thus we dialed this dimension down and changed direction.

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.

If you were to close your eyes and walk into a place of worship, the sounds and smells would alert you to where you were: ringing bells, incense, the rumble of a massive organ. Most brands are lacking these sensory stimuli.