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 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. 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. SMALL DATA combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework - where big data is merely on part of the overall puzzle - to get radically close to the consumer and come up with the counter-intuitive insights that have in some cases helped transform entire industries. 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.

Author Biography

MARTIN LINDSTROM is the advisor to a Who's Who of companies including the Walt Disney Company, PepsiCo, Nestle, 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. You can find out more at www.martinlindstrom.com