Marketers will go Bananas with Small Data: The Tiny Clues that Uncover Huge Trends by Martin Lindstrom
It’s hard to believe how the research on the placement of refrigerator magnets in the homes of families in Serbia and Saudi Arabia lead to the launch of a toy company in Russia. Even more bazar, what is found on the bottom of a pair of shoes of a 11-year old boy in Germany helped marketers change the strategy of one the largest toy’s makers, Lego. I purchase the book Small Data: The Tiny Clues that Uncover Huge Trends by Martin Lindstrom and it’s the most entertaining Branding book I’ve ever read.
Small data or clues of the items found inside homes can provide insight that could help companies learn more about their customers’ need.
I was freezing my tail off running on the treadmill during the last month of winter. Running isn’t particularly exciting to me, especially in a frozen garage but I had heard Mark Schaefer announce an upcoming Blab session. Within a few minutes of the show starting I was fascinated with the guest speaker, Martin Lindstrom. He spends 300 nights a year practically living in with residents to understand these hidden clues about them that help the companies understand their audiences.
I kept running on the treadmill and laughing out loud literally with the fascinating stories Lindstrom was telling about the world such as favelas in Brazil, being almost kidnapped in Venezuela, the adventures he has had in Russia and the Middle East. To the point that I had to stop running because I was out of signal with my mobile phone (remember, I was in the garage) and I was eager to learn more and didn’t want to miss a second of the Blab session.
I was thrilled that he also appeared on my favorite podcast, Marketing Smarts with Kerry O’Shea Gorgone discussing the book into more detail. I highly encourage to read the book. It’s perfect for the Marketer with a tight-budget for traveling but has a hunger to learn about human nature and is obsessed with foreign cultures. It took me a while to read because I wanted to enjoy and grasp the concepts. I’ll never look at someone’s (or inside) home the same!
When I’m not blogging about books related to Social media, I spend most of my working hours personally managing social media for my clients, or teaching their employees/staff optimization strategies. I also offer one-on-one training for professionals who call themselves “dinosaurs” to stay up-to-date in their careers.