Small Data
Douban
The Tiny Clues That Uncover Huge Trends
Martin Lindstrom
Sinossi
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 their hidden desires, and, ultimately, the clues to a multi-million dollar product.
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 behavior. You’ll learn…
• How a noise reduction headset at 35,000 feet led to the creation of Pepsi’s new trademarked signature sound.
• How a worn down sneaker discovered in the home of an 11-year-old German 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 toy stuffed bear in a girl’s bedroom helped revolutionize a fashion retailer’s 1,000 stores in 20 different countries.
• How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159% in less than a year.
• How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.
contents
Foreword Chip Heath p. vii
Introduction p. 1
1 Fanning Desire: How Siberian Refrigerator Doors and a Saudi Arabian Mall Created a Revolutionary Website for Russian Women p. 15
2 Sausage, Chicken and the Pursuit of Real Happiness: Transforming the Future of How We Shop for Food p. 47
3 The United Colors of India: Selling Breakfast Cereal to Two Generations of Warring Women p. 75
4 Getting a Bead on Weight Loss (with Help from Fast Food, a Middle Eastern Movie Theater and a Hotel Lap Pool) p. 97
5 How Horses, Shirt Collars and Religious Belief Helped Recarbonate a Struggling Brazilian Beer p. 119
6 The Case of the Missing Hand Cream: How Selfies Smoothed the Way for an In-Store Fashion Revolution p. 147
7 Sleeping without a Bedspread: Charred Paper, Toy Cars and Pixie Dust Help Decipher the Meaning of "Quality" in China p. 169
8 A Glimpse Behind the Scenes: Incorporating Small Data into Your Business and Life p. 207
Acknowledgments p. 229
Notes p. 235
Index p. 240
