My niece has a favourite phrase “no good story ever started with someone eating a salad”
This is normally followed by some amazing anecdote and or dramatic tale with absolutely no salad involved at all
Interesting stories do indeed need something far more thrilling or exciting than a salad to start them off
I had a similar conversation the other day (a salad free conversation) about whether great marketing ideas ever start with a number, a data point, or a statistic
Whether numbers can inspire creativity, help us to better solve our audiences’ problems or accelerate our plans
Is big data just a big giant comfort blanket that we like to surround ourselves with to make us feel warm and cosy?
Can data inspire action or be an alarm call which wakes you up and gets ready for action?
From my point of view statistics are powerful, they help us to identify patterns, trends and to test hypotheses
But they are not as influential or as inspirational as the human decisions and stories behind the statistics
That’s where the creative magic happens.
#marketresearch #consumerinsight #beyondbigdata #intheknow
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