If You're Curious About These Questions...
You should listen to this audiobook
- Did you know that a single pair of worn-out sneakers held the secret to saving LEGO from bankruptcy when big data failed?
- Have you ever wondered how the way someone organizes their refrigerator can reveal more about their buying habits than any digital algorithm?
- What’s the secret to uncovering the hidden emotional triggers that turn a struggling brand into a global household name using clues hidden in plain sight?
Listen to Small Data — Free Audiobook
Loading player...
Key Takeaways from Small Data
- Understand why big data struggles to predict true consumer emotions and how analyzing 'small data' helps marketers build genuine brand desire.
- Discover what the hidden, private spaces in people's homes, such as their refrigerators or drawers, reveal about their unfulfilled needs and subconscious wishes.
- Learn how to uncover an authentic perspective on your target market by consulting 'local foreigners' who can easily spot cultural peculiarities.
- Master the ability to identify societal imbalances—like a lack of community in American suburbs—and use them to craft marketing strategies that directly answer what consumers crave most.
- Find out how specific everyday observations, like teenage girls taking 17 morning selfies, translate into actionable concepts that solve a customer's deep-seated need for social approval.
Learning Tools
Reinforce what you learned from Small Data
Mind Map
Small Data
Big Data vs. Small Data
Limitations of Big Data
Power of Small Data
Where to Find Small Data
Public Displays (Self-Image)
Private Spaces (Hidden Desires)
The Discovery Methodology
1. Gain Authentic Perspective
2. Notice Cultural Peculiarities
3. Identify Imbalances
Turning Insights into Success
Fulfill Customer Imbalances
Convey Emotion Successfully
Actionable Strategy
Create Permission Zones
Quiz — Test Your Understanding
Question 1 of 7
Why does the author argue that 'Big Data' is insufficient for predicting consumer desires?
Small Data — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: Big Data struggles to predict users’ emotions and the desires they hold accurately.
Chapter 3: Tiny details in people’s homes reveal a lot about them and their desires indeed.
Chapter 4: Marketing concepts start with gaining an authentic view of your market, spotting peculiarities and seeking out imbalances.
Chapter 5: Imbalances create desire, and meeting that desire is truly key to a brand’s success.
Chapter 6: Customers purchase from brands that communicate emotions successfully.
Small Data Summary & Overview
Small Data (2016) is a guide to utilizing minor details about people’s lives to connect with them and sell them on your brand image. These blinks incorporate observations of cultures all over the world to point to the emotions and desires that help brands become household names.
Who Should Listen to Small Data?
- Marketing professionals and students of human behavior.
- Anyone working to establish a brand.
Books Similar to Small Data
Readers who enjoyed this also liked these titles.
It’s Not the Size of the Data
★ 3.5 / 5 • 21 ratingsIt’s How You Use It
Buyology
★ 4.1 / 5 • 123 ratingsTruth and Lies About Why We Buy
Everybody Lies
★ 4.1 / 5 • 133 ratingsBig Data, New Data and What the Internet Can Tell Us About Who We Really Are
The Data Detective
★ 4.4 / 5 • 262 ratingsTen Easy Rules to Make Sense of Statistics