updated 22d ago
Small Data: The Tiny Clues That Uncover Huge Trends
What desires lie in the gap between perception and reality, between reality and fantasy, between people’s conscious and unconscious fantasies? What are the imbalances inside the culture? What is there too much of, or too little? What desires aren’t being fed?
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
Among them is the ongoing opportunity to observe people and the cultures they inhabit from their perspectives, and to try to answer questions like: How do groups of people form? What are their core beliefs? What do they aspire to, and why? How do they create social ties? How does one culture differ from another? Do any of these local beliefs, habit
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We are afraid, for example, of letting others know more about us than we know about ourselves, fearing most of all that our masks will slip, and we will lose control, letting others see us as we truly are.
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
The cultural exaggerations I spend my business life trying to find operate both inside societies and between generations. Societies swing back and forth in more or less predictable ways.
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
Like any anthropologist—if I can call myself that—I see myself as a neutral amalgamator and observer who pieces together small data, creating a mosaic from which I try to Small Mine a reasonable story line.
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
Considering that 90 percent of what people give off in conversation are nonverbal signals, our truest identities can be found by studying who we are in our real lives, cultures and countries. This amalgamation of gestures, habits, likes, dislikes, hesitations, speech patterns, decors, passwords, tweets, status updates and more is what I call small
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Online, what we leave behind is largely considered and strategic, whereas the insides of our refrigerators and dresser
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
No matter how insignificant it may first appear, everything in life tells a story.
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
Big Data can often help make decisions about increasing respect
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom
A lone piece of small data is almost never meaningful enough to build a case or create a hypothesis, but blended with other insights and observations gathered from around the world, the data eventually comes together to create a solution that forms the foundation of a future brand or business.
from Small Data: The Tiny Clues That Uncover Huge Trends by Martin Lindstrom