Small Data
Martin Lindstrom’s *Small Data* redefines how businesses connect with consumers by zeroing in on the tiny, overlooked details of daily life—from the way Russians arrange fridge magnets to how American grocery shoppers respond to square cakes. Across case studies spanning the U.S., Russia, India, Brazil, and China, Lindstrom reveals why big data fails to capture the emotional drivers behind behavior, while small data (observations of home spaces, social rituals, and unspoken cultural norms) unlocks hidden, unmet desires. He introduces the 7C Framework, a step-by-step method to collect, connect, and convert these micro-clues into actionable brand strategies. Whether revamping a grocery store’s community vibe, repositioning a beer brand in Brazil, or designing a car for Chinese families, Lindstrom proves that the most powerful consumer insights aren’t in spreadsheets—they’re in the unscripted moments that reveal who people truly are.