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Jack Morton and Martin Lindstrom team up to challenge Big Data thinking

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Global brand experience agency Jack Morton Worldwide and brand guru/international best-selling author Martin Lindstrom, have announced a partnership set to challenge the dominance of big-data thinking by helping brands to uncover the potential and work to drive brand success through small data. These principles are explored in Lindstrom's new book “Small Data,” approaches from which will be used as part of Jack Morton's strategic planning process, enabling the agency to uncover deep human insights and develop the most compelling brand experiences for its clients.

I'm starting a Small Data revolution and I'm delighted that Jack Morton is with me on that journey in helping brands reconnect with people”

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Small Data: The Tiny Clues That Uncover Huge Trends examines how insights gleaned from tiny clues can uncover huge trends and drive big change for brands. Lindstrom, a modern-day Sherlock Holmes, harnesses the power of small data in his quest to discover the next big thing. Hired by the world's leading brands to find out what makes their customers tick, he spends 300 nights a year in strangers’ homes, observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a multi-million dollar product.

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He connects the dots in a globetrotting narrative that will enthral enterprising marketers, as well as anyone with a curiosity about the endless variations of human behaviour. In an era where big data has challenged the value of human perception and observation, the principles of Small Data show that mining and matching technological data with up-close psychological (and sometimes counter-intuitive) insights creates the ultimate snapshot of consumers and their most authentic desires. The book also references Jack Morton's own small-data-influenced work with Chevrolet.

Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom

Lindstrom is a consultant to a veritable who's who of brand-leading companies. In 2009, TIME Magazine recognised him as among the Top 100 Most Influential People in the World. He is the author of the international bestsellers “Buyology” and “Brandwashed,” as well as four other books on branding and consumer behaviour. He is featured regularly in almost every major publication in the US and worldwide and was recently named as one of the Thinkers50 for 2015.

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Of his partnership with Jack Morton, Lindstrom said: “If we want to truly understand what makes people love brands, we need to force ourselves to be present again and see what's really going on around us--big data isn't enough. So I'm starting a Small Data revolution and I'm delighted that Jack Morton is with me on that journey in helping brands reconnect with people and be the most successful they can be.”

We're excited to be working closely with Martin as we embrace Small Data in the development of the extraordinary creative work Jack Morton is renowned for”

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Craig Millon, EVP Consumer Marketing at Jack Morton Worldwide, added: “As a brand experience agency, Jack Morton has always been focused on building a close understanding of what makes people tick, in order to ensure our work genuinely resonates with people. When it comes to experiences, achieving that resonance is often grounded in emotion--and that can't be pinpointed through big data alone. So we're very excited to be working closely with Martin Lindstrom as we embrace Small Data in the development of the extraordinary creative work that Jack Morton is renowned for.”

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