''Small Data: the Tiny Clues that Uncover Huge Trends'' is Martin Lindstrom's seventh book. It chronicles his work as a branding expert, working with consumers across the world to better understand their behavior. The theory behind the book is that businesses can better create products and services based on observing consumer behavior in their homes, as opposed to relying solely on big data.

Content

The book is based on a several year period of consumer studies for major corporations across the globe. It features case studies of the author's work interviewing consumers in their homes and using his observations to create hypotheses as to why they use products the way that they do.

Public reception

The book was a New York Times Bestseller upon release and was positively reviewed on several websites, Including

Entrepreneur Entrepreneurship is the creation or extraction of economic value. With this definition, entrepreneurship is viewed as change, generally entailing risk beyond what is normally encountered in starting a business, which may include other values t ...

and

Forbes ''Forbes'' () is an American business magazine owned by Integrated Whale Media Investments and the Forbes family. Published eight times a year, it features articles on finance, industry, investing, and marketing topics. ''Forbes'' also r ...

. In 2016, it was named a Best Business Book by strategy+business and one of Inc. Magazine's Best Sales and Marketing books.

References

{{Reflist 2016 non-fiction books Data management St. Martin's Press books