Jack POV: Why marketers should think small before going big


Big data has given marketers an unprecedented view into the attitudes and behaviors of consumers. But as we become increasingly reliant on analytics, we’re also basing our insights on the same data pool—and arriving at similar outcomes. It’s a race to the middle that can dilute brand perceptions and value.

For brands to stand out, big data isn’t enough. That’s where small data comes in.

In our latest white paper, we show how using small data—the tiny clues that can reveal consumers’ drivers and desires—can uncover insights that can’t be found through big data alone.

Read our white paper, and find out how small data can lead to breakthrough ideas that transform brands.


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