A Joosr Guide to... Small Data by Martin Lindstrom: The Tiny Clues That Uncover Huge Trends

By Joosr

In today's fast-paced world, it's tough to find the time to read. But with Joosr guides, you can get the key insights from bestselling non-fiction titles in less than 20 minutes. Whether you want to gain knowledge on the go or find the books you'll love, Joosr's brief and accessible eBook summaries fit into your life. Find out more at joosr.com.

What can individual behavior tell us about potential purchase choices? Can the arrangement of a teenage girl's shoes reveal a huge trend? Or can the storage of a vacuum cleaner reveal the emotional state of a consumer group?

Small Data is an exhilarating overview into how tiny clues in behavior can reveal huge trends. If you're interested in better understanding people, or in learning how your brand can connect with consumers, cut through advertising noise, and stay ahead of the curve, then this is essential reading.

You will learn:

· How small data can reveal major trends in human behavior

· The hidden motivations that drive people's purchase choices

· How brands can create powerful, lasting connections with consumers.

• Language: English
• Publisher: Joosr
• Release date: Sep 16, 2016
• ISBN: 9781785674624

Book preview

takeaways

What’s it about?

In modern times, big data has become a big topic. However, while analyzing huge sets of data to find patterns and trends can be very useful for brands, marketers, and product developers, it doesn’t show the whole story: it’s not personal; it doesn’t focus on individuals; there are things that it can miss.

That’s where small data comes in. Small data not only fills in the gaps of big data, it can point in entirely new directions, often revealing unexpected trends. Big data and small data complement each other: both are required to truly understand the customer, yet the smaller details are often neglected.

Small data involves observing individuals and cultures to find the tiny clues that reveal under-the-radar trends in human behavior. By responding to these trends on time—perhaps even before anyone else—brands can breed loyalty and transform their fortunes. Small-data research is about being part detective, part psychologist, and part ethnographer. It’s about looking at the familiar as if it was unfamiliar, finding significant patterns in the insignificant, and uncovering things that are hidden.

It’s about going into people’s homes (with their permission, naturally) and combing through drawers, fridges, and bathroom cabinets to spot the tiny patterns that no one else can see. Done right, these findings can totally transform a brand, putting it in a position to connect with consumers, compete with big players, and cut