Why should big brands have all the fun?

The other day, I was chatting with the co-founder of a streetwear brand from India about what I do. When I explained that I’m an insights analyst and data strategist in the advertising space, mentioning methodologies like social listening that I utilize, his response was, "Ah, so your clients must be big brands, right?"

That got me thinking about how democratic—or rather inclusive—data analytics really is today.

In my experience, I’ve observed that smaller brands often view data as something for the big players, and here's why:

1. Smaller Budgets: There’s a prevalent notion that data analytics is complex, requiring large technical teams, fancy software, complex data models and a hefty money investment. With tight budgets, data analytics can feel like a luxury that small brands can’t afford.

2. Lack of Proprietary Data: Smaller brands generate less data, which makes it tough for them to make informed decisions based on just a handful of data points.

   
   

3. The need for quick wins : Compared to bigger players, smaller brands often prioritize quick wins, investing in SEO, website development, and paid ads—things that offer immediate, visible returns. Conversely, gaining an in-depth understanding of the audience and the category is time-consuming and comes with delayed gratification.

   
   

As a result, data analytics has come to be seen as a thing for the big brands only.

However, I truly believe that as data people, we can make data inclusive for smaller, independent brands and help them overcome these challenges. Here’s how:

1. Taking a staggered approach to analytics: By breaking down challenges into strategic questions and tackling them in order of priority, small brands can work within their budgets. Gaining a better understanding of the audience's needs, wants, emotional drivers, and interests always serves as a good starting point.

   
   

2. Leaning into bigger brands for learnings: While small brands might not have a voluminous digital and social presence, bigger brands do. Smaller brands can leverage this by studying consumer perceptions of their larger counterparts or analyzing their content strategies, and emulating key learnings.

   
   

3. Utilizing the power of single insights:  Take Dove’s 2024 Super Bowl ad, which was based on a single insight: 45% of girls quit sports by age 14 due to low body confidence (Dove Research). This powerful insight drove an impactful campaign. So, data doesn’t always have to be time-consuming; sometimes, it’s just about uncovering a single cultural insight that fuels impact.

With these tactics in mind, I believe that smaller brands too can tap into the power of data analytics to make informed decisions and drive meaningful growth.

Afterall, why should only big brands have all the fun?