We don’t usually take care of the tiniest of details and what they might tell about people or events happening around us. And Lindstrom thought that this is where marketers should start from. It’s not about the big data, instead, the details that aren’t obvious. Even if people share the same thoughts, yet each one’s needs differ in some way. You would never find two having the same style of bedroom. And this should indicate something about each maybe the way they do things, what they’re truly searching for, or something that tells more about their personality traits. If we paid attention to these things, marketing will be done differently. It will adjust to the customer’s needs. Through this summary, we’ll understand how every single thing is an indicator of who we are. And so will marketers.
"In truth, Lindstrom might have been better to hand the narration to a sceptical Dr Watson. He alludes to occasional failures and false trails, but never in as much detail as his successes. Apart from a late attempt at self-deprecation — he admits he once proudly sported a Rolex, until a contact pointed out it was the women’s model — he is a little too keen to big up his observational powers.” – Financial Times
"You probably aren't ready to toss your own smartphone. But, take the time to read Lindstrom's book. Small Data puts humanity back into marketing. Martin Lindstrom will make you a better people-watcher and trend-spotter, and help you gain insights that mere data crunching will never yield.” – Forbes
"The book could also influence so many areas which have ignored the small in favor of the big. The author has provided a timely reminder that the most valuable data may be right in front of our noses.” – Collaborative Chemistry
When you woke up this morning, what did you do first? Did you hop in the shower, check your email, or brush your teeth? Which route did you drive to work? When you got to your desk, did you chat with a colleague or jump into a memo? Salad or hamburger
No insight or observation is ever wasted. Everything we see, hear, touch, taste and feel can be recycled, or repurposed, or seen in a new perspective one year, two years, five years later.
Considering that management doesn't know what to do with big data, everyone is searching for what is post big data, and the answer is small data.
I traveled to Mumbai and New Delhi on behalf of a global cereal manufacturer. Along with most other forms of packaging, cereal boxes sold in Indian mom-and-pop stores had long been distinguished by eye-catching colors strategically designed to arrest the attention of new mothers.