Small Data - Couverture souple

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 people's hidden desires, and, ultimately, the clues to a multi-million dollar product or brand.

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 behaviour.

You'll learn...
- How a worn out sneaker discovered in the home of an 11-year-old 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 noise reduction headset at 35,000 feet led to the creation of Pepsi's new trademarked signature sound.
- How people entering a church in Rome helped revitalize a Disney theme park.
- How a stuffed toy bear in an Austrian girl's bedroom helped revolutionize a fashion retailer's 1,000 stores in 20 different countries.

Join Lindstrom in his travels, as he reconstructs the tiny trails we leave to reveal big, surprising truths about consumer-and human-behaviour.

MARTIN LINDSTROM is the advisor to a Who's Who of companies including the Walt Disney Company, PepsiCo, Nestlé, BuzzFeed, Red Bull and LEGO. He is the author of the international bestseller Buyology, as well as six other groundbreaking titles. His book BRANDsense was acclaimed by the Wall Street Journal as "one of the five best marketing books ever published". He was recognized by Time Magazine as one of the 100 Most Influential People in The World and named by Thinkers50 as the world's #18 business thinker.

"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

"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

"In the age of Big Data and Artificial Intelligence, Lindstrom offers a compelling alternative - a holistic approach to consumer insight through Small Data." Srikanth Velamakanni, Co-Founder, & CEO, Fractal Analytics Inc.

The New York Times Bestseller named one of the "Most Important Books of 2016" by Inc, and a Forbes 2016 "Must Read Business Book"

'If you love 'Bones' and 'CSI', this book is your kind of candy' Paco Underhill, author of 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 of Purple Cow

Martin Lindstrom, one of Time Magazine's 100 Most Influential People in The World and a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next big thing.

In an era where many believe Big Data has rendered human perception and observation 'old-school' or passé, Martin Lindstrom shows that mining and matching technological data with up-close psychological insight creates the ultimate snapshot of who we really are and what we really want. He works like a modern-day Sherlock Holmes, accumulating small clues - the progressively weaker handshakes of Millenials, a notable global decrease in the use of facial powder, a change in how younger consumers approach eating ice cream cones - to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionise 1,000 stores - spread across twenty countries - for one of Europe's largest fashion retailers. In Dubai, a distinctive bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159% in only one year. In China, the look of a car dashboard led to the design of the iRobot, or Roomba, floor cleaner - a great success story.

SMALL DATA combines armchair travel with forensic psychology in an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework - where big data is merely one part of the overall puzzle - to get radically close to consumers and come up with the counter-intuitive insights that have in some cases helped transform entire industries.

SMALL DATA presents a rare behind-the-scenes look at what it takes to create global brands, and reveals surprising and counter-intuitive truths about what connects us all as humans.