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Small Data: The Tiny Clues That Uncover Huge Trends, by Martin Lindstrom
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Hired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends three hundred nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world’s leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. Lindstrom connects the dots in this globe-trotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior.
Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands, and along the way, reveals surprising and counterintuitive truths about what connects us all as humans.
- Sales Rank: #359809 in Books
- Published on: 2017-02-14
- Released on: 2017-02-14
- Original language: English
- Dimensions: 8.26" h x .72" w x 5.51" l, .0 pounds
- Binding: Paperback
- 256 pages
Review
*Named one of the "Most Important Books of 2016" by Inc.*
*A Forbes 2016 "Must Read Business Book"*
*Named a "Book Retailers Should Read in 2016" by Shelf Awareness*
"Lindstrom's uncanny ability to detect and decipher seemingly unrelated clues will inspire reporters and detectives as well as companies looking for ways to develop new products and ideas." ―Kirkus
"In today’s business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. … In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." ―from the foreword by Chip Heath
"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI,' this book is your kind of candy." ―Paco Underhill, author, Why We Buy
“Martin’s best book to date. A personal, intuitive, powerful way to look at making an impact with your work.” ―Seth Godin, author, Purple Cow
"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." ―Robert Cialdini, author of Influence
“Interesting reflections about enduring human difference in an increasingly homogenised world.”--Andrew Hill, The Financial Times
About the Author
MARTIN LINDSTROM is a foremost consultant to a Who's Who of world-renowned companies. He is the author of the international bestseller Buyology, as well as six other highly acclaimed titles. In 2009, Time Magazine recognized Lindstrom as one of the top 100 Most Influential People in The World. In 2015, an independent study among 30,000 marketers named him the world's number #1 brand-building expert.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Small Data – not a small revolution but a BIG revolution
By Amazon Customer
I cannot tell you how releaved I was when I first heard about Small Data. The number of meetings I’ve attended – the number of conferences I’ve attended all babbling about BIG data – and how wonderful it is – has for some time been like the empires new clothes story. Everyone talked about it, everyone wanted it but no-one has really a clue about what it is and most importantly how to use it.
What I love about Small Data is, beside that the book is extremely well written, that it really makes a very compelling case for the very concept of Small Data. It is a pageturner that’s for sure – which I guess is rare for a book covering what one would think a dry topic like that. But more than that – the book is so convincing, so concise and simple that you end concluding – how obvious – why didn’t I think about it – in fact why is the world so wrong and this book so right.
I noticed that on the authors site he positioned this as a “small” revolution – playing on the word small – I think he’s wrong. Small Data is a BIG revolution, companies after reading this book will without any doubt completely change their mind about the millions of data they obtain and how they see the future. Hopefully we’ll soon see a lot of Small Data Departments around. Needless to say – this is not only an enjoyable and thought provoking book – it is a book everyone in business have to read.
4 of 4 people found the following review helpful.
Rabbit Trails
By Brian Ahearn
I really enjoyed Buyology but Small Data was just okay. Martin shares some interesting insights into people and their habits but sometimes digressed so much I had to shake my head and remind myself what his original point was or what he was tying to support/prove. It reminded me of talking to a grandparent who feels the need to go off on rabbit trails and you just want them to get to the point.
1 of 1 people found the following review helpful.
This book is theory and predictions applied in the real world - very refreshing
By Sonia Lefevre
I’m a huge fan of trends books and I’ve read them all (or almost). I heard about this book through my reader club - and couldn’t wait to read it. The subtitle “The Tiny Clues That Uncover Huge Trends” just caught my attention. When I’m this excited to read a book it rarely delivers - this book did from the very first page where Martin talks about the Lego story. It is such an amazing insight about how my favorite toy brand avoided bankruptcy by picking up on a trend no-one saw, to become the worlds number 1. What I like about this trend book compared with almost every other book I’ve read in this category is that Martin is real - I mean he doesn't just sit there and write about the future - he’s adapting his trend observations to the real world - and as a result time after time turn around brands out there. He talks about how a supermarket chain in the U.S. (Lowes Foods) was completely turned around based on some fascinating trend observations he made while staying in consumers homes in North Carolina, how he picked up on how girls were using facial powder in Switzerland and as a result helped a fashion chain there to increase sales, or my beloved Roomba recovered its sound (I've always been puzzled why those cute navigation sounds suddenly seemed to have disappeared in the latest model I bought some years go). He convinced Roomba to re-introduce these based on trend observations - and people loved it.
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