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Small Data: The Tiny Clues That Uncover Huge…
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Small Data: The Tiny Clues That Uncover Huge Trends (edizione 2017)

di Martin Lindstrom (Autore)

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"Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world's leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionize 1,000 stores, spread across twenty countries, for one of Europe's largest fashion retailers. In Dubai, a bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159 percent in only a year. And in China, the look of a car dashboard led to the design of the Roomba vacuum - a great American success story. How? Lindstrom connects the dots in this globetrotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. The Desire Hunter combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands; and along the way, reveals surprising and counter-intuitive truths about what connects us all as humans"--… (altro)
Utente:stefano.vadala
Titolo:Small Data: The Tiny Clues That Uncover Huge Trends
Autori:Martin Lindstrom (Autore)
Info:Picador (2017), Edition: Reprint, 256 pages
Collezioni:La tua biblioteca
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Small data. I piccoli indizi che svelano i grandi trend. Capire i desideri nascosti dei tuoi clienti di Martin Lindstrom

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Big data doesn't explain the causation, it just correlates disparate data markers/attributes. Big Data doesn't explain the emotional aspects of "transactions". Martin explains how a seemingly trivial/absurd piece of information can provide insights into a collective psyche of the individuals. Very Interesting books. But some of ideas seem too farfetched, I should rather say little too outlandish. ( )
  harishwriter | Oct 12, 2023 |

This book is backwards, and fascinating. Martin Lindstrom looks at small data .... He observes based on anecdotal evidence and somehow comes up with great results. He's consulting and making a positive difference with Legos, Pepsi, Disney, Jenny Craig, and Roomba. I've been taught and drilled in my head to avoid anecdotal observations.

Even though I'm not a fan of any of his clients, this quirky author wrote an engaging book that will make you think.
( )
  wellington299 | Feb 19, 2022 |
In an age of information overload, how do we navigate the highway and make good use of even a part of what we're exposed to? Or, how do we notice the things that we don't see? Martin Lindstrom thinks we need to pay attention to the small things and I thought he might be on to something. But I must disclose upfront that I do not buy into the specific small things he describes here. Much as when I read a book on some kind of psychology and find specificity incongruous, the small triggers that Lindstrom identifies in his anecdotes are certainly enlightening, but I cannot make the connection nor believe that there is an actual connection to the increased sales he claims. That I do not recall ever in my adult life being swayed by an ad might have something to do with that. I'm not a normal consumer, even if I possess normal consumer products...I own and use an iPhone and iPad not because they are intuitively easy to use (hardly) or stylishly designed (seriously?)...rather because my wife picked them once and it is inconvenient to switch now. So, in my mind, the rationale for marketing makes no sense.

And I would, of course, be wrong as I usually am. After all, billions are spent each year on marketing, so it must work, right? There is value here for any US company wishing to work into non-American markets. And for non-US companies wishing to market to Americans...

I totally agree that the small things that Lindstrom identifies and has shared here might well have some significance, but i think he's reaching...a lot. Did you know that "[g]enerally speaking, when toothbrushes stand in a holder, or a cup, or jar, their owners tend to be less sexually active than not."? I didn't. He observed that
The clocks in practically every home, as well as most of the watches on women’s wrists, were five minutes ahead of time. In Arabic culture, there is no “good luck” number, but there are five pillars of Islam, suggesting to me that Saudi natives were compensating for some as-yet-undefined terror by creating a halo effect in their homes—a way of warding off bad luck or misfortune.
WTH? (There're a lot of similar reaches in his other anecdotes.) What about this? "Someone once said that blue is the color of longing for the distances that we as humans can never reach." Oh, please. And he claims that addressing a national need for superstition and ritual helped boost beer sales in Brazil. Sure.

When Euro Disney opened, it didn't fare well. The managers brought in Lindstrom to "help reverse the park's downward spiral." He tied a decrease in church attendance to religion's inability to give believers transformation and thought that Euro Disney needed to re-infuse superstition onto their experience. So they handed out packets of pixie dust and had visitors close their eyes, make a wish, and scatter the dust on Sleeping Beauty's pond. And miraculously, patronage was up. True story. Now, Lindstrom says the best person to observe a culture is one not from that culture, and I agree. I'm not a marketer, so the me who looks at that scenario comes to a much different conclusion... The park was more fun. The employees had fun, so people had fun, and it became the fun place it was expected to be. Or...it could be filling a superstitious need. I think William of Ockham might agree with me rather than Lindstrom. Whatever...it worked.

Now, as to the outsider observer...he's a Dane and in one section, nails Americans:
At social events and parties, the topics of sex, politics and religion are all off-limits. (In fact, a lot of what goes on in America is off-limits—or at least too risky to raise in polite company.) Few Americans are willing to discuss things everyone knows but won’t admit—from how tedious it is to stay home all day with a baby, to their true feelings about hip-hop, to how they feel about sex. [...] What’s most striking about mainstream American humor is that it focuses on much of the material they won’t talk about over dinner. Visit any comedy club, or watch Bridesmaids, Curb Your Enthusiasm, The Simpsons, South Park, Family Guy or Louis CK’s routines on YouTube, and you’ll realize that Americans pay comedians millions of dollars to talk about things most of them have felt, or thought, but never said in public. [...]From what I could tell, most Americans were so accustomed to their regulated, rule-bound status they barely noticed the restrictions to their freedom.


I need to qualify my disdain, for I do think a lot of what he says and observes does make sense, if not for the reasons he thinks. For example: From watching ESPN, I’d learned about the power of information bombardment. ESPN strafes its viewers with an almost hysterical amount of data and details. Scrolling boxes. Panels. Bars. Graphics. Multi-angle camera perspectives. When exposed to a surfeit of data, men tend to feel more masculine and in command. Do most men bother to decipher these boxes, panels, bars and graphics? No—but that’s not really the point.To sell something, particularly to Americans, especially to Americans, flash it up. More features, more gadgets, faster transitions.

What's missing in this are Lindstrom's failures. And he obviously has had to have some. Where are the Small Data guesses and associated misses? Lindstrom does talk about how he was missing somethings in the lead up to his brilliant breakthroughs, but always in support of one more piece of Small Data. But no one, really...no one... has a 100% track record. I'd like to hear more of where his wild theories didn't hold.

Even if I don't agree with his reasoning, whatever he does seems to work; at least for the stories he told here. My takeaways are of a real life Sherlock Holmes approach to observation: see and observe as much as possible. There may be connections to something you are working on.
  Razinha | May 23, 2017 |
I put this on my TBR list as soon as I heard it was coming. I respect Martin Lindstrom--he's well marketed and I've read Brandwashed and Buyology and while neither was life-altering, both showcased solid thinking.

So...I work with small data also, so I have an appreciation for it and powerful insights that can be drawn through patterns of small observations. Like him, I agree that big data doesn't spark insight and it favors analysis over emotion. I agree about the value of building anticipation and it being a lost art at the pursuit of delivering instant gratification. His point about respect brands versus loved brands...that's really smart and articulated well.

No question the author is bright, resourceful, and gifted; however, this book missed the mark for me.

With this book, his thinking has become a little too black box. Some of the conclusions he draws are a little mystifying as he goes from a to q without connecting dots. There's a sort of magical thinking here that touches closely to lack of logical discipline. We're to take his conclusions and truths as evident because he says so; however, there's no real way for the reader (or his clients) to challenge him because his truths are based on what he spots. And what he spots are small pieces of data that others typically miss or disregard as unimportant.

There were a couple of times where it was hard to figure out why he landed on a conclusion he did. With the evidence and observations shared, there could be several other valid hypotheses. For a natural storyteller, I wished for a little more meat to the story...a little more string to tie his thoughts together.

Glad I didn't buy it.

If you're looking for people who think differently and are challenger thinkers, I highly recommend either Grant McCracken's Culturematic or Rohit Bhargava's Non-Obvious. Both are genius, loaded with ideas and fresh thinking and both are generous with sharing how they got there. ( )
  angiestahl | Mar 29, 2016 |
Interesting information but the book itself is flawed by not enough conclusions reached from the mountains of data and a narrative voice that feels a bit know-it-all. ( )
  Brainannex | Jan 31, 2016 |
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"Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world's leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionize 1,000 stores, spread across twenty countries, for one of Europe's largest fashion retailers. In Dubai, a bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159 percent in only a year. And in China, the look of a car dashboard led to the design of the Roomba vacuum - a great American success story. How? Lindstrom connects the dots in this globetrotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. The Desire Hunter combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands; and along the way, reveals surprising and counter-intuitive truths about what connects us all as humans"--

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