Small Data: The Tiny Clues That Uncover Huge Trends par Martin Lindstrom

Small Data: The Tiny Clues That Uncover Huge Trends par Martin Lindstrom

Titre de livre: Small Data: The Tiny Clues That Uncover Huge Trends

Auteur: Martin Lindstrom

ISBN: 1250118018

Martin Lindstrom avec Small Data: The Tiny Clues That Uncover Huge Trends

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Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends three hundred 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. Lindstrom connects the dots in this globe-trotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior.

Small Data 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 counterintuitive truths about what connects us all as humans.

Review
Martin s best book to date, a personal, intuitive, powerful way to look at making an impact with your work. Seth Godin, author, "Purple Cow""

"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI, ' this book is your kind of candy." Paco Underhill, author, "Why We Buy"

Martin s best book to date. A personal, intuitive, powerful way to look at making an impact with your work. Seth Godin, author, "Purple Cow""

"In today s business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." from the foreword by Chip Heath

"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI, ' this book is your kind of candy." Paco Underhill, author, "Why We Buy"

Martin s best book to date. A personal, intuitive, powerful way to look at making an impact with your work. Seth Godin, author, "Purple Cow"

"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." Robert Cialdini, author of "Influence""

"Lindstrom's uncanny ability to detect and decipher seemingly unrelated clues will inspire reporters and detectives as well as companies looking for ways to develop new products and ideas." "Kirkus"

"In today s business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." from the foreword by Chip Heath

"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI, ' this book is your kind of candy." Paco Underhill, author, "Why We Buy"

Martin s best book to date. A personal, intuitive, powerful way to look at making an impact with your work. Seth Godin, author, "Purple Cow"

"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." Robert Cialdini, author of "Influence""

*Named one of the "Most Important Books of 2016" by Inc.*

*A Forbes 2016 "Must Read Business Book"*

*Named a "Book Retailers Should Read in 2016" by Shelf Awareness*

"Lindstrom's uncanny ability to detect and decipher seemingly unrelated clues will inspire reporters and detectives as well as companies looking for ways to develop new products and ideas." "Kirkus"

"In today s business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." from the foreword by Chip Heath

"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI, ' this book is your kind of candy." Paco Underhill, author, "Why We Buy"

Martin s best book to date. A personal, intuitive, powerful way to look at making an impact with your work. Seth Godin, author, "Purple Cow"

"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." Robert Cialdini, author of "Influence"

Interesting reflections about enduring human difference in an increasingly homogenised world. --Andrew Hill, The Financial Times"

*Named one of the "Most Important Books of 2016" by Inc.*

*A Forbes 2016 "Must Read Business Book"*

*Named a "Book Retailers Should Read in 2016" by Shelf Awareness*

"Lindstrom's uncanny ability to detect and decipher seemingly unrelated clues will inspire reporters and detectives as well as companies looking for ways to develop new products and ideas." --Kirkus

"In today's business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. ... In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." --from the foreword by Chip Heath

"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI, ' this book is your kind of candy." --Paco Underhill, author, Why We Buy

"Martin's best book to date. A personal, intuitive, powerful way to look at making an impact with your work." --Seth Godin, author, Purple Cow

"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." --Robert Cialdini, author of Influence

"Interesting reflections about enduring human difference in an increasingly homogenised world."--Andrew Hill, The Financial Times

From the Inside Flap
In an era where many believe Big Data has rendered human perception and observation 'old-school' or passé, Martin Lindstrom shows that mining and matching technological data with up-close psychological insight creates the ultimate snapshot of who we really are and what we really want. He works like a modern-day Sherlock Holmes, accumulating small clues - the progressively weaker handshakes of Millenials, a notable global decrease in the use of facial powder, a change in how younger consumers approach eating ice cream cones - to help solve a stunningly diverse 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 United States and increase loyalty by 159% in only one year. In China, the look of a car dashboard led to the design of the iRobot, or Roomba, floor cleaner - a great success story.

From the Back Cover

Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next big thing

Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers' homes, carefully observing every detail in order to uncover people's hidden desires, and, ultimately, the clues to a multi-million dollar product or brand.

Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers, as well as anyone with a curiosity about the endless variations of human behaviour.

You'll learn...
- How a worn out sneaker discovered in the home of an 11-year-old boy led to LEGO's incredible turnaround.
- How a magnet found on a fridge in Siberia resulted in a U.S. supermarket revolution
- How a noise reduction headset at 35,000 feet led to the creation of Pepsi's new trademarked signature sound.
- How people entering a church in Rome helped revitalize a Disney theme park.
- How a stuffed toy bear in an Austrian girl's bedroom helped revolutionize a fashion retailer's 1,000 stores in 20 different countries.

Join Lindstrom in his travels, as he reconstructs the tiny trails we leave to reveal big, surprising truths about consumer-and human-behaviour.

MARTIN LINDSTROM is the advisor to a Who's Who of companies including the Walt Disney Company, PepsiCo, Nestlé, BuzzFeed, Red Bull and LEGO. He is the author of the international bestseller Buyology, as well as six other groundbreaking titles. His book BRANDsense was acclaimed by the Wall Street Journal as "one of the five best marketing books ever published". He was recognized by Time Magazine as one of the 100 Most Influential People in The World and named by Thinkers50 as the world's #18 business thinker.

"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." Robert Cialdini, author of Influence

"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI,' this book is your kind of candy." Paco Underhill, author, Why We Buy

"In the age of Big Data and Artificial Intelligence, Lindstrom offers a compelling alternative - a holistic approach to consumer insight through Small Data." Srikanth Velamakanni, Co-Founder, & CEO, Fractal Analytics Inc.