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Small Data: The Tiny Clues That Uncover Huge Trends, by Martin Lindstrom
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Martin Lindstrom, 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 multi-million dollar product.
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. You’ll learn…
• 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 a magnet found on a fridge in Siberia resulted in a U.S. 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% in less than a year.
• How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.
- Sales Rank: #23739 in Books
- Published on: 2016-02-23
- Released on: 2016-02-23
- Original language: English
- Number of items: 1
- Dimensions: 9.49" h x 1.01" w x 6.35" l, .0 pounds
- Binding: Hardcover
- 256 pages
Review
*A New York Times bestseller*
*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 leading companies. He is the author of the international bestseller, Buyology, and five other books on branding and consumer behavior. In 2009, Time Magazine recognized him as among the top 100 Most Influential People in The World, and this year, an independent study among 30,000 marketers named him the world's number #1 brand building expert.
Most helpful customer reviews
37 of 39 people found the following review helpful.
Insightful to the Soul
By Bror Erickson
I couldn’t put this book down. That was weird. It was a book about marketing, right? Well, maybe that was part of it. I’m not a marketer. I’m a pastor with a huge interest in people. I like to know how people think, what people think, what is driving them, what are they missing. I’m constantly wondering how I can apply the gospel to their lives so that the death and resurrection of Jesus Christ will bring meaning to their lives as it has mine. But I wasn’t thinking this book was going to be as insightful and well written as it was. I started reading it Sunday afternoon. I thought I would read a chapter here, look over the introduction, skim the table of contents, read another chapter over there. That’s what your do with marketing books isn’t it? No, not this one. This book turns pages like Dan Brown novel, only this book has research and plausible hypotheses to work on and convey. Part of me felt like I was binge watching Sons of Anarchy again, getting off the couch sometime the next afternoon still wearing my Pajamas, and in need of a shower.
The book was fascinating because this man is a professional people watcher, who understands people better than an anthropologist. Yeah, I’ve read some anthropology in my time, it’s kind of funny they think they are detached observers as they develop their theses, and write their books. Sometimes they have a thing or two to say worthwhile. Martin Lindstrom is different. He’s a man on a mission, he doesn’t even want to be a detached observer. He feeds off of these people, as he peers into the dark recesses of their souls. And his hypothesis are falsifiable, at least to some extent. He knows he is right when his insight has helped a company sell you a bill of goods.
As a pastor, that was a bit of the disturbing factor that kept me glued to the book. It is about selling people stuff, in a manner of speaking it’s about figuring out what a person covets, and then selling it to them. Martin finds the insecurities that drive people, looks at how they cope with these insecurities, he looks at how people view themselves, the imbalances they have as individuals and cultures, their vulnerabilities, but also their strengths and joys. In doing so he offers insight into your own soul, which is the scariest place in the habitation of any person. The book made me examine myself, even as reading the book I could see Martin examining himself from time to time in the same way. The insights were not always pretty. Yet the process I found to be cathartic. The book is about a lot more than marketing from that perspective. A person expects a marketer like Martin to then show how a person can play on and exploit people with this knowledge, yet that really isn’t Martins shtick. Reading the book, I got the notion that he actually, truly loves the people he is working with and for. It’s that that drives him far more than the money. It’s that aspect of the book that makes it so intriguing. Yes, he will use it to deliver a product you pay for, but he wants that product to deliver what it was you were looking for.
As a pastor, his insights into the diminishing role of religion, and consequently the increasing role of superstition, as well as consumerism were both helpful and heartbreaking. But then that’s the way truth works. It does make me wonder also to what extent the increasing use of consumerist models to increase church growth both exacerbate that problem, and help to alleviate it for the people the church serves, and desires to serve.
I think any civic minded person will find this book to be a valuable read. Pastors, business men, local politicians, and social workers, really anybody that has an interest in people and would like to better understand the people they are trying to serve will find this book to be and unexpected but joyful read.
15 of 16 people found the following review helpful.
An enjoyable diversion.
By Russell Fanelli
Martin Lindstrom was selected in 2009 by Time Magazine as one of the 100 Most Influential People in the World. Six years later Lindstrom continues to be influential as he travels the world to find “the tiny clues that uncover huge trends.” The results of his search can be found in his new book, Small Data.
Lindstrom’s book is similar to what Malcolm Gladwell does in books like Outliers and The Tipping Point, that is, show us secret patterns that reveal important clues to how people behave. No detail is too small to escape Lindstrom’s notice. He dives into all the out of the way and hidden nooks and crannies in people’s homes, places of business, playgrounds – any place people gather that reveal who they are and what is important to them.
Businesses large and small pay for the information Lindstrom discovers about what people truly want and value. For example, Lowes Supermarket headquartered in North Carolina hired Lindstrom to revitalize falling sales and that is just what Lindstrom did. Lindstrom tells us that: “The small data insights that helped transform a local supermarket into a national phenomenon began in the Russian Far East, and drew inspiration from cultures as various as Japan, China, France, and Italy.”
I went online to Lowes site and immediately noticed the Chicken Kitchen and Sausage Works that Lindstrom mentions in his book. Thanks to Lindstrom, these are now “happening places” in the store where employees take mundane tasks and turn them into entertainment for happy customers.
It is fair to say that Small Data is a treasure trove of information that gives us facts and figures about what is special and unusual about the people in various countries and cultures all over the world. Lindstrom is on the trail 300 out of 365 days each year and seems to be a tireless traveler who is energized by all that he sees and experiences.
I asked myself: Who is the audience for his book? Certainly, anyone interested in how goods and services are marketed and sold. Also, readers who want to learn about the quirks and idiosyncrasies of people around the world. Lindstrom is an entertaining storyteller, but I must admit, I was sometimes overwhelmed by the amount of data packed into each chapter. Small Data is not a book that needs to be read cover to cover, or in any order for that matter. The reader can stick his or her finger into any place in the book and find entertainment and information.
Recommended, not so much as a cover to cover read, but as something that is an enjoyable diversion.
10 of 10 people found the following review helpful.
Very, very interesting book, and not what I had expected
By Reasonable Reviewer
It is not the book that I expected.
What I expected was a book that talked about how to process "big data" in an effort to find the small inconsistencies that are what is really important.
What the book is about is a biopic by Martin Lindstrom about his work as a market researcher.
Like Sherlock Holmes, Martin is an expert at observation, often going through trash, bedroom drawers, and personal letters to get at the data.
Martin then compiles his team's collected data and helps companies create successful brands.
The stories are interesting and engaging.
Martin does his best to keep his findings and stories politically neutral, but you can tell where Martin stands on most issues of the day by the end of the book. He finds the USA is full of fear, and the people are not free -- that is a bit of a hint of his political leanings. He has also spent a lot of his time in Russia and China -- that should help too.
If you can overlook the political commentary disguised as insights, you will probably enjoy most of his stories.
Some of the observations are very insightful. The bit on the effects of personal internet devices on the millenials is worth the price of the book alone.
All in all, this is a very interesting book.
You will enjoy it more if you are aware of the political aspects of the book before reading.
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