Small Data Buchzusammenfassung - das Wichtigste aus Small Data

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Zusammenfassung von Small Data

Name: Small Data
Rating: 4 (49 reviews)
Author: Martin Lindstrom

Martin Lindstrom

The Tiny Clues That Uncover Huge Trends

4 (49 Bewertungen)

12 Min.

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Big Data Neuromarketing

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Small Data
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What’s in it for me? Uncover the small bits and pieces that make for a great marketing concept.

Today, everyone talks about big data. It’s the buzzword of modern-day internet giants like Google, Facebook and Amazon, who collect masses of personalized data – surfing habits, interests or buying behavior – to try to infer what people like, how they tick, what desires they might have and what they are likely to buy. Big data truly is the Holy Grail of marketers today.

But is big data really the one and only savior when it comes to marketing and making a brand successful? The simple answer is no! And this is where small data comes in.

Small data are the minor but telling details in our lives that can be found everywhere in or near our homes. These blinks will take you on a detective’s journey through people’s living rooms, garages and drawers to show you what the small things, like vacation snaps, souvenirs or collections, can reveal about our desires and needs. These blinks will tell you how this small data can help you come up with great marketing concepts that are tailored to what your customers really want.

You’ll also learn

what your fridge can tell you about your personality;
what you can infer from the knowledge that teenage girls take 17 selfies each morning; and
why it was vital for the Roomba cleaning robot to say “oops” and “dood-dood.”

Big Data has a hard time predicting the emotions and desires of users.

Chances are you’ve heard of Big Data – the term has been a buzzword for years. As you might know, it refers to observable patterns in huge amounts of data that offer insights into consumer behavior on online shopping platforms like Amazon.

But despite the massive quantities of data users produce, the information this data offers is actually quite limited.

People search shopping sites, click on ads, stream videos or post on Facebook every day, in the process creating data about the products they like, their tastes and even the way they feel. However, this online behavior is a poor representation of who users really are, especially when it comes to emotions. When people are online, they tend to be less empathetic.

Just as being in a car can make you more rude toward other drivers, being online makes it easier to post a mean reply because you can’t see the other person’s reaction.

So, the information people leave online is insufficient to make judgments about them. While big data does allow for some emotional analysis, it doesn’t offer the specific data necessary to measure or build desire for a brand.

For instance, Google’s algorithms have a 70 percent chance of inferring a user’s emotional state just from the way they write and the typos they make. But it’s very difficult to determine whether a brand can appeal to a user’s emotions based solely on data gathered from web browsing.

This is important because such information is essential for great brands to stand out by making consumers desire their products. The makers of the BMW Mini, for example, know that the desire for their car is fuelled by customers’ urge to indulge in the joy of driving.

So, online behavior is insufficient to paint a complete picture of consumers. But where can you find the information you need to build a highly desirable brand?

The tiny details of people’s homes say a lot about them and their desires.

Home is one of the most personal spaces we have. Everything in our houses is there for a reason, and whether consciously or not, we’ve made decisions about how to arrange everything from our shoes to our kitchenware.

It’s these tiny details that make up small data, which can be analyzed to determine what makes people tick and what they value. In fact, the way we decorate our houses alone reveals a great deal about how we want to see ourselves – and be seen by others.

Marketing ideas begin by gaining an authentic perspective on your market, noticing peculiarities and looking for imbalances.

Now you know that small data is a tool to help companies learn more about customers – but how exactly?

Well, it’s essential to start by uncovering authentic perspectives of your market and its culture. A great way to do this is through local foreigners who see lots of people – perhaps foreign cab drivers or hairdressers. These people came from outside the local culture and are thus better equipped to spot its peculiarities.

Imbalances cause desire and addressing this desire is the key to a brand’s success.

Can you think of something every single human would agree upon? Well, just about every one of us feels like we are lacking something.

Many people feel imbalanced in one way or another, and these imbalances eventually turn into desires. For instance, when the sales of the Roomba, an autonomous robot vacuum cleaner, began to drop, the author was brought on board to find out why.

Customers buy from brands that convey emotion successfully.

Have you ever heard of Paris syndrome?

Paris syndrome refers to how many tourists, especially those from Asia, experience intense culture shock that may even land them in the hospital upon visiting a city, simply because it falls short of their inflated expectations. The name refers to the fact that the city of Paris is itself a brand associated with romance, love and fine food, all of which entice visitors to book a trip.

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Worum geht es in Small Data?

Small Data (2016) is a guide to utilizing minor details about people’s lives to connect with them and sell them on your brand image. These blinks incorporate observations of cultures all over the world to point to the emotions and desires that help brands become household names.

Bestes Zitat aus Small Data

Big data is pretty incompetent at suggesting how to increase love.

—Martin Lindstrom

Wer Small Data lesen sollte

Marketing professionals and students of human behavior.
Anyone working to establish a brand.

Über den Autor

Martin Lindstrom is a world-renowned marketing and brand-building expert, and he has been an advisor to the likes of Walt Disney, Pepsi and Red Bull. A study of 30,000 marketers named him the number one brand-building expert of 2015, while Thinkers 50 named him the world’s 18th-best business thinker.

Kategorien mit Small Data

Marketing & Sales

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