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A modern-day Sherlock Holmes. “An original and inquisitive mind.” – (TIME). Harnesses the power of ‘small data’ in his quest to discover the next big thing.
the business world fell
in love with big data
the entire world
Seemingly insignificant behavioral observations containing very specific attributes pointing towards an unmet customer need. Small data is the foundation for break through ideas or completely new ways to turnaround brands.
Why is it that we continue to vacuum the same thread over and over again instead of picking it up with our fingers?
Why is it that we press harder on the remote control when the batteries are flat, as if we were able to squeeze out the last bit of battery power out?
Why is it that we walk around in circles when we’re talking on our cell phones?
Why is it that we check out the contents in the fridge – realize there’s nothing interesting – then revisit it again 5 minutes later just to be sure?
SHOES FOUND IN AN 11 YEAR OLD KID'S BEDROOM LEAD TO LEGO’S TURNAROUND!
THE BIBLE LOSING ALL ITS BOOKMARKS LEAD TO THE INVENTION OF POST-IT!
TOYS IN THE CORNER OF A BACHELOR'S LIVING ROOM LEAD TO THE HUMANIZATION OF ROOMBA!
WHILE SMOKING SENT A WRONG PHOTO AND WISHED IT COULD DISAPPEAR – SNAPCHAT!
In 2012 Google announced its ability to predict a flu outbreak in the U.S. five days before it would happen based on big data and search patterns.
In 2015 the center for disease control revealed that Google’s prediction was twice the size of the correct number.
Why is it that those hanging the toilet paper from the outside, rather than parallel with the wall, are men – and in 92% of the cases these people are in control of the finances in the home?
54% of emoji users had sex in 2014 compared with 31% for the norm
The emoji for drugs – the most frequently used emoji in Australia
We become more creative when in contact with water which may explain why 4 percent of the world’s population brush their teeth in the shower
Why is that those of us who skip ordering the french-fries when in a restaurant are the first to “sample” one when they arrive for the person next to you?
Number one emoji in Russia compensating for the lack of smiles or emotions
In his new book SMALL DATA Lindstrom takes us to the exhilarating edge of human observation to reveal needs, impulses and desires most would barely know existed.
Sought out by the world’s leading brands and corporations to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year on the road observing people in their homes in an attempt to uncover small data and, ultimately, to create the multi-million dollar products that address our deepest human needs.
A contemporary classic that mixes armchair travel with behavioral science, SMALL DATA is a fast-moving, globetrotting narrative that will fascinate not only marketers, but any reader interested in the infinite variations of human behavior.