To get the free app, enter your email address or mobile phone number.
Small Data: The Tiny Clues That Uncover Huge Trends Hardcover – February 23, 2016
|New from||Used from|
See the Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.
Frequently Bought Together
Customers Who Bought This Item Also Bought
*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
Top Customer Reviews
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.Read more ›
Lindstrom weaves thousands of offbeat facts and surprising observations into the story of how he does his job - watching consumers in their own environments around the world. It forces him to decide why one culture does something but another does it differently. Why fridge magnets are placed low in Russia, high in Saudi Arabia, and to pin photos in the USA.
His outsider perspective is evident in this sampling of findings on Americans:
-Americans have so many taboo subjects, they pay standup comics millions to discuss what people in other countries consider ordinary conversation.
-Americans name ketchup and mayonnaise as fresh foods
-Americans are among the least free people in the world. Everything, all day, is regulated, from building shapes to security services. Everyone is tracked by their own phones, along with mail, e-mail, and “security” cameras everywhere, even those of the neighbors.
-The sameness of everything everywhere has a numbing effect. There is nothing surprising or natural.
-Everything is restricted “for your safety”. Even cotton swabs come with specific warnings.Read more ›
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.Read more ›
Most Recent Customer Reviews
Not entirely useful, good stories, but explained superficiallyPublished 10 days ago by Camilo saldarriaga
Small Data is a fascinating web of stories that outlines Martin Lindstom’s process of mining for information in a world that has forgotten about what makes us human. Read morePublished 11 days ago by Isabella Roland
"Bloody brilliant," as my Australian friend Barb would say.
If you like mysteries, and branding, you should enjoy this book. Read more
Great read and interesting stories. Highly recommend reading.Published 21 days ago by Amazon Customer
A worthwhile read on how soulless modern society has become.Published 1 month ago by Brian J Kennedy
This book is very insightful, can be a good companion to assist big data analysis, specifically, the field we call "thick data". Read morePublished 1 month ago by Tsung wu Ho
This is very interesting reading from Martin Lindstrom. Full of examples from his work around the globe. Don't rely on Big Data alone you need Small Data to see the Big picture.Published 1 month ago by Kent Kordt Röder