Small Data by Martin Lindstrom

In an age where many believe big data has rendered human observation old school or passe, Martin Lindstrom shows that mining and matching technological data with psychological insights can create the ultimate snapshot of who we really are and what we want.

Product details:

  • Author: Martin Lindstrom
  • Publisher: Hatchette
  • RRP: Paperback: $32.99
  • e-book: $19.99


He works like a modern-day Sherlock Holmes, accumulating small clue – the progressively weaker handshakes of Millennials, a notable global decrease in the use of facial powder, a change in how younger consumers approach eating ice-cream cones – to help solve an 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 US and increase loyalty by 159 per cent in just one year.

In China, the look of a car dashboard led to the design of the iRobot, or Roomba, vacuum cleaner, a great success story.

Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories.

It shows Lindstrom using his proprietary CLUES Framework – where big data is merely a part of the overall puzzle – to get close to the consumer 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.

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