Searching for the small clues

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Martin Lindstrom has forged a career as a brand-building expert, sharing his techniques and insight into understanding consumer behaviour. As the author of many books, he has explored the rise of online retailing, psychological persuasion practices used by companies, how the senses can be used in marketing, and shopping behaviour – often involving large-scale research projects. 

In his latest book, Small data: the tiny clues that uncover huge trends, he shares his method of using ‘small data’ to gain consumer insight, as a counter to what he sees as the over prevalence of big data. Lindstrom believes senior managers are becoming too reliant on reading data – sitting in front of a screen, looking at statistics and trying remotely to understand consumers’ emotions.

“Some of the best business leaders have one thing in common: they have a good instinct – and that only appears when you get your hands dirty and start to observe and understand consumers. When you ...