religion
and brands, 138–41
and Brazil, 139–41, 219
church attendance, 61, 139–40, 189
and connectivity, 217
and India, 80–1
and Russia, 41
and Saudi Arabia, 41
and Scandinavia, 54
and transformation, 189
and the United States, 54–5, 61
retail convergence, 163–4
rewards, 5, 100, 108–9
rituals, 4, 61, 81, 108, 127, 138–45, 151, 168, 183, 189
Roberts, Kevin, viii-ix
Roomba, ix, 191–2, 194–6, 198–9, 222, 224, 225
Rulership, 217
Russia, 6, 21–35, 43–6, 60, 63–4, 171, 182, 185, 217
alcohol, 27–9, 31, 33, 42, 63
children’s toys, 42, 45
color, 22–4, 26, 29–34
escape, 42–3
gender, 27, 29–34, 42–6
homes, 26–34
Internet, 43, 48, 64
Krasnoyarsk, 23, 25, 26, 61, 64
Mamagazin website, 44–6, 64
Novosibirsk, 26, 43, 61
playgrounds, 34, 44
refrigerator magnets, 32–4, 36, 42, 44, 62, 84
Samara, 26, 61, 64
scents, 87–8
Siberia, 6, 9, 23–34, 43, 45–6, 72
trust, 24–5, 43–4, 45–6
weather, 36
Yakutsk, 26, 28, 32, 61
7C Manifesto, 9, 217–7
Saatchi and Saatchi, viii-ix
Sabra, 144–5
Saga, 91–3
Saudi Arabia, 35–43
children’s books and play, 38–40
clothing, 35–6, 39–40, 99
escape, 42–3
fear, 37–40
gender, 35–6, 40, 99
health, 98–100
homes, 36–40
Islam, 35–8, 41, 99
Mutaween (morality police), 35, 37, 99
obesity, 98–100
refrigerator magnets, 36, 38, 42
shopping mall design, 30–41
weather, 36, 40
Scandinavia, 54, 137, 151, 155, 170, 210, 216–17. See also individual nations
Schlosser, Eric, 102
Sehdev, Jeetendr, 128
selfies, 152, 155, 159, 161, 162, 167–8
shopping
and adolescent girls, 155–6
dressing rooms, 156, 167–8, 226
and Flipping Theory, 136–7
for food, 49–50, 65–73, 85, 94–5
household, 12, 85, 94–5
online, 12, 44–6, 48, 62, 72, 163–4
retail convergence, 163–4
shopping centers and malls, 35–43, 47–8, 61, 63, 113
small data, 4–6, 8–9, 145
and big data, 12–14, 160, 212–16
See also Subtext Research
Small Mining, 4, 11, 33, 49, 92, 115, 187, 202, 223–5, 231, 232. See also Subtext Research
smartphones, 18, 43, 49, 59, 65, 153, 155
and escape/transformation, 64, 188
feature phones, 88–9
prevalence of, 57–8, 153
social media, 8, 14, 18, 43–5, 49, 61, 130, 145, 152, 162, 196, 220
and adolescent girls, 152, 154, 157
and dressing rooms, 167–8
Facebook, 18, 88, 130, 152, 154, 157, 162, 220, 221, 215
and identity, 13–14, 221, 226–7
Instagram, 5, 130, 152, 155, 221, 226
and maskenfreiheit (freedom conferred by masks), 13
Periscope, 164
as reflection of beliefs and biases, 219
and self-esteem, 215
Snapchat, 5, 155
Twitter, 5, 8, 130, 207, 226
and Uber, 225–6
VKontakte.com (VK), 43–4
“What Color Is This Dress?” photo, 207–8, 219
YouTube, 12, 128, 154, 164
See also selfies
somatic markers, 65–7, 116, 176–7
sound, 26, 28, 41, 196–8, 204–5
South America, 52–3, 124, 141–2, 177, 212. See also individual nations
Spurlock, Morgan, 102
Subtext Research, 36, 61, 63, 67, 78, 88, 102, 108, 114, 127
7C Manifesto, 9, 217–27
for automobile manufacturer (China), 180–8, 199–205
for cereal manufacturer (India), 76–86, 88–9, 92–6
defined, 4
for Devassa (Brazil), 122–45
as ethnographic anthropology, 11
for Hong Kong Jockey Club, 131–4
for Jenny Craig, 107–17
for Lowes Foods (United States), 47–73
for mall project (Saudi Arabia), 35–43
for McDonald’s, 102–7
methods, 9–10
for Roomba, 191–2, 194–6, 198–9
for Russian business, 19–35, 41–5
for Saga (United Kingdom), 91–3
Small Mining, 4, 11, 33, 49, 92, 115, 187, 202, 223–5, 231, 232
for Tally Weijl (adolescent girls), 151–68
Switzerland, 28–9, 81, 110, 226
fashion, 148, 151, 154, 155, 158
happiness, 170
license plates, 137
Swiss chocolate, 28
Swiss flag, 134
timeliness, 15, 193
walking habits, 115
Tally Weijl, 148, 151, 156, 158, 162–8, 226
Target, 62, 148, 163
taxis, 21, 51, 120, 128
technology, 5–6, 16–17, 59, 152. See also Internet; Roomba; smartphones; social media
Tetlock, Phil, viii
theaters. See film
Tradition, 217. See also rituals
transcendence, 34, 145
transformation, 34, 116, 127, 143–5, 150–1, 158, 187–90, 200, 203–4
transparency, 5, 59, 170
tribes, 56, 97, 115, 135, 137, 140, 145, 161, 165
Trollbeads, 109–15, 134, 195, 218, 222, 224, 225
Twin Self, 190–1, 194, 200, 204, 209, 222
United Kingdom, 19, 22, 75, 90, 151, 207, 214. See also Great Britain
United States, 50–69, 86–7
children’s play, 63, 200–202
community, 61–5
conflict, 53–4, 66–7
curvilinear design, 53–4
escape, 42, 64
fast food, 102–3
fear, 53, 56–7, 63
homes, 60–3
imbalance, 19, 30
Los Angeles, 21, 60, 123, 126
New York City, 18, 24, 57, 60, 149
North Carolina, 47–8, 60–3
obesity, 98–9
physicality, 30, 52
political correctness, 54–6
security/safety, 56–61, 63
smartphone usage, 43, 57–8
See also Lowes Foods
Venezuela, 120–1, 124
Venugopal, Veena, 79–80
Victoria’s Secret, 72, 157, 163, 166
VKontakte.com (VK), 43–4
VOX, 113
walking habits, 5, 12, 15, 115, 185–7, 214
Walmart, 48, 62, 72, 92
Weed, Keith, 13
weight and weight loss, 98–100, 102, 107–17, 134
Weight Watchers, 107–9, 117
Williams, Pharrell, 104
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About the Author
John Abbott, New York City
MARTIN LINDSTROM is the advisor to a Who’s Who of companies including the Walt Disney Company, PepsiCo, Nestlé, and Red Bull. He is the author of the international bestseller Buyology, as well as six other groundbreaking titles. His book BRANDsense was acclaimed by the Wall Street Journal as “one of the five best marketing books ever published.” Lindstrom has been featured by almost all the major TV stations and publications, is a frequent contributor to NBC’s Today show and to Fast Company, and was recognized by Time magazine as one of the top 100 Most Influential People in the World. In 2015, an independent study among 30,000 marketers named Lindstrom the world’s #1 brand-building expert, and Thinkers 50 recently named him the world’s #18 business thinker. You can sign up for email updates here.
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Contents
Title Page
Copyright Notice
Foreword by Chip Heath
Introduction
1: Fanning Desire: How Siberian Refrigerator Doors and a Saudi Arabian Mall Created a Revolutionary Website for Russian Women
2: Sausage, Chicken and the Pursuit of Real Happiness: Transforming the Future of How We Shop for Food
3: The United Colors of India: Selling Breakfast Cereal to Two Generations of Warring Women
4: Getting a Bead on Weight Loss (with Help from Fast Food, a Middle Eastern Movie Theater and a Hotel Lap Pool)
5: How Horses, Shirt Collars and Religious Belief Helped Recarbonate a Struggling Brazilian Beer
6: The Case of the Missing Hand Cream: How Selfies Smoothed the Way for an In-Store Fashion Revolution
7: Sleeping without a Bedspread: Charred Paper, Toy Cars and Pixie Dust Help Decipher the Meaning of “Quality” in China
8: A Glimpse Behind the Scenes: Incorporating Small Data into Your Business and Life
Acknowledgments
Notes
Index
About the Author
Copyright
SMALL DATA. Copyright © 2016 by Martin Lindstrom. All rights reserved. For information, address St. Martin’s Press, 175 Fifth Avenue, New York, N.Y. 10010.
www.stmartins.com
Cover design by Mark McDermott and David Yu, Juice Group
The Library of Congress has cataloged the print edition as follows:
Lindström, Martin, 1970–
Small data : the tiny clues that uncover huge trends / Martin Lindstrom.
pages cm
ISBN 978-1-250-08068-4 (hardback)
ISBN 978-1-4668-9259-0 (e-book)
1. Consumer behavior. 2. Branding (Marketing) I. Title.
HF5415.32.L5576 2016
658.8'342—dc23
2015030202
e-ISBN 9781466892590
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First Edition: February 2016