Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
- Ÿ??You have to buy itŸ?? - Morgan Spurlock
- Ÿ??This book is amazingŸ?? - Tyra Banks
- "In todayŸ??s business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. Ÿ?? In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." Ÿ??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." Ÿ??Paco Underhill, author,?˜Why We Buy
Ÿ??MartinŸ??s best book to date. A personal, intuitive, powerful way to look at making an impact with your work.Ÿ?? Ÿ??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." Ÿ??Robert Cialdini, author of?˜Influence
In an era where many believe Big Data has rendered human perception and observation 'old-school' or passe, Martin Lindstrom shows that mining and matching technological data with up-close psychological insight creates the ultimate snapshot of who we really are and what we really want. He works like a modern-day Sherlock Holmes, accumulating small clues - the progressively weaker handshakes of Millenials, a notable global decrease in the use of facial powder, a change in how younger consumers approach eating ice cream cones - to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionise 1,000 stores - spread across twenty countries - for one of Europe's largest fashion retailers. In Dubai, a distinctive bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159% in only one year. In China, the look of a car dashboard led to the design of the iRobot, or Roomba, floor cleaner - a great success story. SMALL DATA combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework - where big data is merely on part of the overall puzzle - to get radically close to the consumer and come up with the counter-intuitive insights that have in some cases helped transform entire industries. SMALL DATA presents a rare behind-the-scenes look at what it takes to create global brands, and reveals surprising and counter-intuitive truths about what connects us all as humans.