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IN A WorLD oBSESSED BY

BIG DATA

THE NEXT BIG THING IS THE

SMALL

DATA
REVOLUTION

order now

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 official book trailer

  • 2011

    the business world fell

    in love with big data

  • 2016

    the entire world

    will discover

  • SMALL

    DATA

small•data

sm’aē’āll DH(ə)ta/

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.

WHAT IS DATA WITHOUT HUMANITY?

  • 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?

OFTEN IT's THE SMALLEST CLUES THAT CREATE THE BIGGEST BRAND TURNAROUNDS IN HISTORY

SMALL DATA LEADS TO BIG IDEAS.

  • 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!

BIG DATA CAN NO LONGER STAND ALONE

SMALL DATA VS. BIG DATA

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.

Google careD about

the correlation

rather than

the causation

SMALL DATA IS EVERYWHERE – ALL THE TIME

  • 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

BIG DATA NEEDS TO GET PERSONAL.

WELCOME TO THE WORLD OF SMALL DATA.

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.

SMALL DATA

IS OUT NOW

order now

 

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