Small Data : The Tiny Clues That Uncover Huge Trends
The Powerful Impacts of Small Data Trends
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This highly acclaimed international / The New York Times / Wall Street Journal Bestseller in hardcover edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM 117.34 (Hardcover). Now here Only at RM28.
? 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
What?s the most important megatrend today? Ask any CMO, and you might hear, ?mobile? or ?social media.? Most likely, though, the first answer you get will be ?big data.
But, if you ask branding expert and bestselling author Martin Lindstrom, you?ll get a different answer: small data.
Martin Lindstrom, one of Time Magazine’s 100 Most Influential People in The World and a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thing.
Hired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires and, ultimately, the clues to a multimillion-dollar product.
In an era where many believe Big Data has rendered human perception and observation ‘old-school’ or pass?, 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.
Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers as well as anyone with a curiosity about the endless variations of human behavior.
? How a noise reduction headset at 35,000 feet led to the creation of Pepsi’s new trademarked signature sound.
? How a worn-down sneaker discovered in the home of an 11-year-old German boy led to LEGO’s incredible turnaround.
? How people entering a church in Rome helped revitalize Disney theme parks.
? How a magnet found on a fridge in Siberia resulted in a US supermarket revolution.
? How a toy stuffed bear in a girl’s bedroom helped revolutionize a fashion retailer’s 1,000 stores in 20 different countries.
? How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159 percent in less than a year.
? How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.
? How a magnet found on a fridge in Siberia resulted in a U.S supermarket revolution.
The book is simply terrific. It talks about the significance of “Small Data”, which is getting “data” directly through observation, chatting with people and viewing things at its “nature-mode”. It minimizes the room of manipulation and unmatching pieces of information that “Big Data” may encounter.
He is a key opponent for relying on “Big Data” only and, instead, calls for having “Small Data” complementing “Big Data” in order to better understand clients and people and, hence, make better decisions. His work may be more inclined to benefiting large corporates but his insights are universally valuable to all of us at the personal level.
Martin Lindstrom is a true branding guru. He was recognized by Time magazine as one of the (top 100 “Most Influential People in the World” in 2009 and then named the world’s #18 business thinker by Thinkers50 in 2015.
Martin is more than a branding expert. He observes things in a way that is flatly unthinkable. The guy not only redefines but revolutionizes the concept of observation.
He is on travel for 300 days a year and observers everything you can think of in people, culture, environment, possessions.
SMALL DATA combines armchair travel with forensic psychology in an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework – where big data is merely one part of the overall puzzle – to get radically close to consumers 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.
His clientele includes giant companies of the likes of Walt Disney, LEGO, PepsiCo, Nestl?, Red Bull among others. Highly recommended because it will shoot up your “observation-sense”.
The small data approach Lindstrom offers is simple, at least in concept. As a marketer, he says, you should be spending time with real people in their own environments. That, combined with careful observation, can lead to powerful marketing insights.
This approach is the human-centric alternative to Big Data. In each case, one is collecting information to gain insights into behavior, interests, and so on. But, Lindstrom?s approach relies on a mix of keen observation of small samples and applied intuition.
Lindstrom has been affiliated with Lego since age 12. The budding entrepreneur created an elaborate mini-theme park in his backyard using the plastic blocks. Initially, Lego?s attorneys threatened to sue him for trademark infringement. Fortunately, they worked things out and Lindstrom was appointed to an advisory role. He?s been consulting for Lego ever since.
If you have anything to do with marketing, advertising, revving up flagging sales (or getting them going as a new business), you just want to learn more about people, I highly recommend this book.
Absolute must-read for any marketer – and anyone who’s just interested in human behavior.
About the Author
Martin Lindstrom is an advisor to a who?s-who of companies including the Walt Disney Company, PepsiCo, Nestl?, LEGO, and Red Bull. He is the author of the international bestseller, Buyology, as well as six other groundbreaking titles. His book BRANDsense was acclaimed by the Wall Street Journal as ?…one of the five best marketing books ever published.? Lindstrom has been featured by almost all the major US TV networks and publications, is a frequent contributor to NBC?s Today show as well as Fast Company, and was recognized by Time Magazine as one of the top 100 Most Influential People in the World. In 2015, an independent study conducted among 30,000 marketers named Lindstrom the world?s #1 brand-building expert; and Thinkers 50 recently named him one of the world?s top 20 business thinkers.