6 March 2016

[Book] Small Data

Be the first to share

Small Data: The Tiny Clues That Uncover Huge Trends Hardcover
by Martin Lindstrom
February 23, 2016
St. Martin’s Press, 256 pages

Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of “small data” in his quest to discover the next big thing.

Hired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers’ homes, carefully observing every detail in order to uncover their hidden desires, and, ultimately, the clues to a multi-million dollar product.

Lindstrom connects the dots in this globetrotting narrative that will enthrall enterprising marketers, as well as anyone with a curiosity about the endless variations of human behavior. You’ll learn…

  • How a noise reduction headset at 35,000 feet led to the creation of Pepsi’s new trademarked signature sound.
  • How a worn down sneaker discovered in the home of an 11-year-old German boy led to LEGO’s incredible turnaround.
  • How a magnet found on a fridge in Siberia resulted in a U.S. supermarket revolution.
  • How a toy stuffed bear in a girl’s bedroom helped revolutionize a fashion retailer’s 1,000 stores in 20 different countries.
  • How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159% in less than a year.
  • How the ergonomic layout of a car dashboard led to the redesign of the Roomba vacuum.

 

Interview with Martin Lindstrom (Knowledge @ Wharton)

LEGO engineered a remarkable turnaround of its business. How’d that happen?
Based upon the book’s introduction
Published in Pulse, LinkedIn

Excerpt:

Every big data study LEGO commissioned drew the exact same conclusions: future generations would lose interest in LEGO. LEGOs would go the way of jackstraws, stickball, blindman’s bluff. So-called Digital Natives – men and women born after 1980, who’d come of age in the Information Era – lacked the time, and the patience, for LEGOs, and would quickly run out of ideas and storylines to build around. Digital Natives would lose their capacity for fantasy and creativity, if they hadn’t already, since computer games were doing most of the work for them. Each LEGO study showed that the generational need for instant gratification was more potent than any building block could ever hope to overcome. […]

Probably the biggest turnaround in LEGO’s thinking came as the result of an ethnographic visit LEGO marketers paid in early 2004 to the home of an 11-year-old boy in a midsized German city. Their mission? To figure out what really made LEGO stand out. What executives found out that day was that everything they thought they knew, or had been told, about late twentieth- and early twenty-first-century children and their new digital behaviors – including the need for time compression and instantaneous results – was wrong.

Be the first to share
3 February 2018
Anthropology in Industry w/ Natalie Hanson
Design and anthropology have been seen together with increasing frequency over the last few years, but how do design and anthropology fit together in relation to industry? And, how does this pairing create insight? The …
31 January 2018
Three-part series on the intersection of ethnography and design
The Society for Cultural Anthropology (SCA) published some months ago a three-part podcast series on the intersection of ethnography and design. The series, produced by Tariq Rahman and Katherine Sacco, was based on the conference “Ethnography …
30 January 2018
[Book] This Is Service Design Doing
This Is Service Design Doing: Applying Service Design Thinking in the Real World by Marc Stickdorn,‎ Markus Edgar Hormess,‎ Adam Lawrence,‎ and Jakob Schneider O'Reilly Media; 1 edition January 12, 2018, 568 pages > Video presentation How can you …
27 January 2018
[Book] The Age of Surge
The Age of Surge: A Human Centered Framework for Scaling Company Wide Agility and Navigating the Tsunami of Digital By Brad Murphy and Carol Mase Reinvent Press January 2018, 272 pages > Q&A on the book The global forces of …
27 January 2018
[Book] The Human Workplace: People-Centred Organizational Development
The Human Workplace: People-Centred Organizational Development By Andy Swann Kogan Page Publishing October 2017, 232 pages Companies spend time and effort developing their employees - their most important asset - but they often forget to consider the company structure, …
18 January 2018
Proceedings and videos of EPIC 2017 conference now available
EPIC is the premier international gathering on ethnography in the business world. Its latest edition, EPIC2017, took place in Montreal in October 2017 and had the theme of "Perspectives": perspectives explores the vantage points that …
18 January 2018
[Book] Driverless Cars: On A Road to Nowhere
Driverless Cars: On A Road to Nowhere Christian Wolmar London Publishing Partnership Jan 2018, 136 pages Driverless cars are the future. That is what the tech giants, the auto industry and even the government want us to think. Almost …
18 January 2018
Towards multi-dimensional ethnography
In this paper, Julia Katherine Haines, user experience researcher at Google, argues for the value of multi-dimensional ethnography. She explores the potential for ethnography to venture beyond sites, into different dimensions. As an example of …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

22 December 2017
Happy new year 2018!
30 November 2017
New European study on e-Government initiatives

The latest eGovernment benchmark report of the European Commission shows significant improvement on cross-border availability of digital public services and accessibility of public websites from mobile devices in EU Member states. The study also indicates a need for improvement in transparency of public services delivery and use of supporting technology like eIDs or eDocuments. Performance […]

20 November 2017
Experientia and Italian bank Intesa Sanpaolo announce innovative partnership

Wide ranging partnership also covers collaboration with design schools and public events on service design “Finding the way forward for independent design means building new business models for service design consultancies in the age of the company buy-out.” Michele Visciola, President, Experientia PRESS RELEASE It seems the business world is finally realising that service and […]

26 October 2017
Epic storytelling with video

Another EPIC conference come and gone, and no, we’re not using “epic” in the way under-10s use it about cool things on the internet. EPIC is the Ethnographic Praxis in Industry Conference, one of the most important annual events for practitioners of anthropology, ethnography and related disciplines. Ethnography is one of Experientia’s key methodologies, underpinning […]

23 October 2017
Experientia is hiring! Service design intern

Service Design Intern: Lausanne, Switzerland and Turin, Italy Experientia, an international experience design consultancy, is looking for service design interns for our Turin, Italy office, to support research, concept development and design. The ideal candidate will be a holistic thinker and designer, with a systems approach to enable complex service offerings, driven by an understanding […]

23 October 2017
Experientia is hiring! Senior Service Designer

Senior Service Designer: Lausanne, Switzerland and Turin, Italy (*) We are looking for service designers with outstanding design skills, methodical thinking, and experience in designing complex service ecosystems using a human-centered design methodology.   Required 2-5 years’ experience in service design and/or user experience design University and/or advanced degree(s) in Service Design, Interaction Design, User […]

See all articles