Small Data

The Tiny Clues That Uncover Huge Trends (2016.2)


关于本书 About the book

Small Data is a guide to utilizing minor details about people’s lives to connect with them and sell them on your brand image. These blinks incorporate observations of cultures all over the world to point to the emotions and desires that help brands become household names.

本书金句 Key insights

● Despite the massive quantities of data users produce, the information this data offers is actually quite limited. And online behavior is a poor representation of who users really are, especially when it comes to emotions.

● Everything in our houses is there for a reason, and whether consciously or not, we’ve made decisions about how to arrange everything from our shoes to our kitchenware. It’s these tiny details that make up small data, which can be analyzed to determine what makes people tick and what they value.

● Desire is a foundational aspect of marketing and addressing the desires caused by imbalances can make for a successful brand.

● In fact, every amazing brand has an emotional aspect to it that it promises to impart to its customers. And when a brand successfully conveys an emotional aspect, its products will become successful.