FEATURE8 September 2016

Searching for the small clues

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In his latest book, Small Data: the tiny clues that uncover huge trends, Martin Lindstrom cautions that big data has become too powerful and instead he champions the insight in the small. By Jane Bainbridge

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, ...