“As companies are rushing toward big data, they all more or less end up looking the same because they get the same input. The few companies that decide to go the opposite way of looking at the qualitative data, the small data, time after time discover insights which lead them to something profound, and that’s where you have true innovation take place.”
-- Branding consultant Martin Lindstrom, explaining why, in an era of big data, it still pays to listen to customers.
