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Small Data: The Tiny Clues That Uncover Huge Trends Hardcover – February 23, 2016

4.7 out of 5 stars 53 customer reviews

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Editorial Reviews


*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.

Product Details

  • Hardcover: 256 pages
  • Publisher: St. Martin's Press (February 23, 2016)
  • Language: English
  • ISBN-10: 1250080681
  • ISBN-13: 978-1250080684
  • Product Dimensions: 6.4 x 1 x 9.5 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (53 customer reviews)
  • Amazon Best Sellers Rank: #19,031 in Books (See Top 100 in Books)

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By Bror Erickson VINE VOICE on October 27, 2015
Format: Hardcover Vine Customer Review of Free Product ( What's this? )
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.
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Format: Hardcover
When Martin Lindstrom comes for a visit, watch out. He will examine, note and ponder absolutely everything, from hand gestures to wall décor and even the toilet water. He never knows what will inspire some eureka moment that he can apply to a client’s brand and make it a winner. He does this 300 days a year, visiting multiple countries every month. He lives and breathes ethnography (“Culture Scans”). And he goes in with no preconceived notions of what he expects to learn. Major brands all over the world, on every continent, hire him to find out what they can do to make their brands better, and what off the wall recommendation he is going to make to achieve it.

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.
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Format: Hardcover Vine Customer Review of Free Product ( What's this? )
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.
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