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Small data : the tiny clues that uncover huge trends / Martin Lindstrom.

by Lindström, Martin, 1970-

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St. Martin's Press, 2016.

Consumer behavior.

Branding (Marketing)

Marketing research.

Consumers -- Psychology.

9781250080684 (hc.)

1250080681 (hc.)

x, 245 pages : illustrations ; 25 cm

Includes bibliographical references and index.

Fanning desire: how Siberian refrigerator doors and a Saudi Arabian mall created a revolutionary website for Russian women -- Sausage, chicken and the pursuit of real happiness: transforming the future of how we shop for food -- The united colors of India: selling breakfast cereal to two generations of warring women -- Getting a bead on weight loss (with help from fast food, a Middle Eastern movie theater and a hotel lap pool) -- How horses, shirt collars and religious belief helped recarbonate a struggling Brazilian beer -- The case of the missing hand cream: how selfies smoothed the way for an in-store fashion revolution -- Sleeping without a bedspread: charred paper, toy cars and pixie dust help decipher the meaning of "quality" in China -- A glimpse behind the scenes: incorporating small data into your business and life.

"Hired by 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 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. A fascinating story not only for marketers and brand managers, but for anyone interested in the infinite variations of human behavior. A behind-the-scenes look at what it takes to create global brands.

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