Small data

the tiny clues that uncover huge trends

In an era where many believe Big Data has rendered human perception and observation 'old-school' or passe, 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. 'Small Data' presents a rare behind-the-scenes look at what it takes to create global brands, and reveals surprising and counter-intuitive truths about what connects us all as humans

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