This book was so not what I had expected. When you read a title like ‘Small Data: The Tiny Clues That Uncover Huge Trends’ it’s clear that this book is about making sense of data you gather for marketing purposes. So what I was expecting was a bit of a how-to approach where the author showed how to translate big data (meaning cold hard figures and statistics) into small data (conclusions).
Wrong. [Read more…] about ‘Small Data’ by Martin Lindstrom [Saturday Morning Review]