Welcome to the What’s Next! podcast with Tiffani Bova. This week, we have Martin Lindstrom on the show. Martin has developed an unorthodox method of doing what every company says it wants to do: understanding its consumers’ deepest desires and turning them into breakthrough products, brands or retail experiences. He’s a change agent, brand futurist, best-selling author, and pioneer in the fields of consumer psychology, brand marketing, and neuroscientific research. Martin is also the anchor and producer of NBC’s popular show, ‘Main Street Makeover.’ Martin is living with less technology. He believes that we should get out of focus groups and into the homes of real customers. When you see how people are truly living and using products, you can create real value, spark creativity for future projects, and see the tiny details of the big picture. In this episode: 4:29 – Why Martin wrote his book, Small Data: The Tiny Clues That Uncover Huge Trends 7:15 – The problem with linear data 9:29 – How jumping to conclusions with data correlation doesn’t work 10:14 – Why Tiffani says, “analytics is the refinery on the data, but intelligence is the petrol.” 11:35 – Even if the data doesn't tell you what you want, don’t discount it 13:09 – What refrigerator magnets can tell you about a child’s need for entertainment in your community 15:57 – How can we have data and no information? 19:06 – Why Tiffani is surprised that CMOs don’t spend time with customers 21:03 – What happens when downtime disappears? 23:06 – What Martin thinks you should do on Monday morning to lean into more downtime 26:38 – The magic of working from the outside in 28:25 – What can a small business do with data? 31:59 – What’s next for small data?   Running time: 33:40   Subscribe on iTunes   Find Tiffani on Social Media: Facebook Twitter LinkedIn   Find Martin on Social Media: LinkedIn Twitter YouTube