Top nuggets from Small Data by Martin Lindstrom
Martin Lindstrom creates branding strategies with the help of a new framework that uses small data. His methodology is born from 15 years of experience as a branding consultant, travelling around the world to assist different companies.
In Small Data: The Tiny Clues That Uncover Huge Trends, he presents 7 case studies to showcase the efficiency of Subtext Research and Small Mining, along with other techniques.
Lindstorm makes connections between pieces of data like fridge magnets and a Saudi Arabian mall in order to launch a revolutionary website for Russian women, or between charred paper, toy cars, and pixie dust to show the meaning of “quality” in China. In the last chapter there's an in-depth look behind the scenes of how small data blends into your business and life, by going through each step of the 7Cs framework: collecting, clues, connecting, causation, correlation, compensation, and concept.
One thing is for sure, it can take weeks or even months to combine the right pieces of observation that shape the foundation of a future brand. But in the end it can revolutionize an entire business.