SWEAT THE SMALL STUFF: Why We Must Not Underestimate the Creative Power of Small Data

A talk I gave at IdeaFest 2024 in Jakarta on the importance of small data when it comes to idea generation.

1. sweat the
small stuff
Why We Must Not Underestimate
the Creative Power of Small Data
Andreas Krasser
CEO, DDB Group Hong Kong
27 SEPTEMBER 2024

2. BIG DATA
IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
DATA - driven DATA - driven DATA - driven DATA - driven
DATA - driven DATA - driven DATA - driven DATA - driven

3. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
BIG DATA’S
BIG PROBLEM
of CMOs admit they feel
overwhelmed by the amount of
data they have
of data they collect is used
because they don’t know how to
process it efficiently
67%29%
Forrester (2023) Forrester (2023)

4. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
more data.
FEWER INSIGHTS.
IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +

5. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
Big data can give you
patterns. It tells you what
people are doing.
IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
But it's not enough to truly
understand why they're
doing it.

6. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER + IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
SMALL
DATA
THE
UNDERESTIMATED
POWERHOUSE OF
CREATIVE INSIGHT
ENTER
[]

7. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
Small data is the messy, nuanced, human side of the story-the
observations about how people behave when the cameras are
off, the questions they ask when they think no one is listening.
This is the kind of data that leads to real insights.
Small data is the tiny clues
that uncover huge trends."“
- Martin Lindstrom

8. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
Case Study 1: Project Polo
The Challenge
In 2014, we were tasked to launch the new
Volkswagen Polo in Hong Kong. The target
market? Probationary drivers-also called P-
Platers.
Given the higher price point of the car
compared to competitors, we knew the test
drive would be a great tactic to increase
consideration.

9. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
The Small Data Insight
Our target didn't even consider taking the Polo
out for a spin. For them, test-driving was only
for confirming a decision they'd already made.
In the typical customer journey, this meant the
test drive was too far ahead in the process to
influence early consideration.
  Digging deeper, we found that these probationary drivers felt guilty about wasting other people's time if they weren't seriously considering a purchase.

10. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
VIDEO
Click here to watch video

11. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
The Challenge
In 2023, McDonald's Hong Kong decided to
eliminate its base-tier coffee, permanently
upgrading to McCafé coffee across all stores.
Our task was to capture the city's attention and
use the opportunity to gain ground in Hong
Kong's competitive coffee market.
 
Although McDonald's coffee was widely
consumed, it was rarely talked about. So, we
had plenty of data on sales, but not much insight
on how people felt about it.
Case Study 2: McDonald’s coffee retirement

12. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
The Small Data Insight
We uncovered that many customers were
extremely fond of McCafé coffee due to its
surprisingly high quality. Coffee lovers in
particular compared it favorably to Starbucks -
at a fraction of the price.
 
Our campaign strategy? Get these loyal yet
silent McCafé fans to speak out about their
love for the brand, by taking away what they
were taking for granted…

13. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
VIDEO
Click here to watch video

14. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
CONSTRAINTS
FUEL CREATIVITY
WHY SMALL DATA DRIVES CREATIVITY
EMOTION
OVER ALGORITHMS
CULTURAL
CONTEXT

15. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
BIG DATA TELLS YOU WHAT.
SMALL DATA TELLS YOU WHY.
IN CONCLUSION
SO, DON’T JUST LOOK AT DASHBOARDS. LOOK AT PEOPLE.

16. IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +
Thank
you!
IDEAFEST 2024 27 SEPTEMBER 2024SWEAT THE SMALL STUFF+ + ANDREAS KRASSER +