Godina izdanja: 2017
ISBN: 978-1-250-11801-1
Jezik: Engleski
Oblast: Marketing
Autor: Strani

The Tiny Clues That Uncover Huge Trends

Izdavač: Picador, New York
Povez: broširan
Broj strana: 244
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Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of `small data` in his quest to discover the next big thing. Hired by the world`s leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers` homes, carefully observing every detail in order to uncover their hidden desires and, ultimately, the clues to a multimillion-dollar product. Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers as well as anyone with a curiosity about the endless variations of human behavior.

SMALL DATA combines armchair travel with forensic psychology in an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework – where big data is merely one part of the overall puzzle – to get radically close to consumers 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.

(K-102)