The Small Data Forum PodcastAbout The Small Data Forum Podcast

How do you make Big Data less intimidating, more actionable and thus more valuable, in particular for marketing and communications professionals?

That has been the question at the heart of the monthly Small Data Forum podcast since its inception in May 2016. Our aim has alweays been to inform our listeners and share our insights via a sideways look at the uses and abuses of data big and small in business, politics and public life.

In March 2023, we brought a new focus and drive to our narrative conversations through surfacing more of the individual opinions of each of us – industry thought-leaders Neville Hobson, Sam Knowles and host Thomas Stoeckle – that we focus via a new identity: the Podnosticators.

And we started experimenting with additional short-form episodes, typically up to 20 minutes length, in between the established monthly shows.

In February 2024, the podcast came to an end. This website now becomes an archive.

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Narrative commentary and opinion from the three presenters about each episode:

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Co-Founders and Co-Hosts

Thomas StoeckleThomas Stoeckle is an educator, researcher and business consultant in all forms of public communication with a particular interest in psychology and behavioural insights, and the use of data for constantly improving decision-making (not least in understanding and addressing wicked problems).

Thomas is a partner at Dot I/O Health, a data driven business consultancy, a course leader at PR Academy where he teaches the AMEC International Certificate in Measurement and Evaluation, and a PhD student and educator at Bournemouth University. In the past, Thomas held leadership positions in a number of communication research businesses, including LexisNexis Business Insight Solutions (BIS), W2O Group, and Report International (now CARMA).

Originally from Germany, Thomas has been living and working in London for more than 20 years. Forever a digital Neanderthal among digital natives, he is keenly aware that today’s challenges demand fluency in the three languages of business, technology, and – mainly – human. He is proud to never having been on Facebook.



Neville HobsonNeville Hobson is a social media strategist. For more than 20 years, he has been a voice of experience and influence when it comes to speaking about digital technologies, disruptive change in workplaces and marketplaces, relevant trends to pay close attention to, and what it means for organisations and individuals.

Since 2000, his career has focused on working with organisations globally to help them leverage his experiences, knowledge and subject-matter expertise of social networks, social media marketing, analytics and insights reporting, to create and build foundations for authentic engagement and to expand online reach and influence.

He connects this expertise with a career spanning over 10 years in traditional public relations, marketing communication, employee, compensation and benefits communication, and investor relations.

Neville is a Founding Fellow of the Society for New Communications Research (SNCR); and, for nearly 20 years, was an accredited member of the International Association of Business Communicators (IABC).



Sam KnowlesSam Knowles is Founder & MD data storytelling consultancy Insight Agents. He’s spent more than 30 years helping organisations communicate better, clearer, simpler. His purpose is to enable them talk Human.

Data and statistics are the foundation stones of the stories Sam helps companies to build; evidence-based, data-driven, insight-rich narrative. But only the foundation, before the tools and techniques of story take over. After all, we make our decisions emotionally. We only justify them rationally, eh Professor Kahneman?

With a PhD in experimental psychology, Sam is the Routledge author of the best-selling book Narrative By Numbers (2018). It was followed by the critically-acclaimed How To Be Insightful in 2020. The trilogy will be rounded out by Asking Smarter Questions in 2022.