Small Data: THE TINY CLUES THAT UNCOVER HUGE TRENDS

　　在世界知名品牌邀請之下，本書作者馬汀．林斯壯（Martin Lindstrom）在一年內花費了300個夜晚，潛入陌生人家中，觀察究竟是什麼關鍵讓客戶埋單，那些隱藏在慾望背後的每一個細節，如何化身成為購買萬元產品的實際行為。

　　林斯壯將這些看似無關的點，連結出關於人類變化無窮的行為模式。在這本書中，你將會發現：

　　．11歲男孩家中一雙被穿爛的拖鞋，如何引導出樂高令人難以置信的改變？
　　．一個在西伯利亞發現的冰箱磁鐵，為何導致美國超市革命？
　　．一隻女孩臥室中的絨毛熊，如何為20個不同國家的1,000家時裝零售商帶來革命性變化？
　　．一只普通的手鐲，如何在不到一年的時間內，幫助珍妮．克雷格（世界知名瘦身、體重控制及食品營養機構Jenny Craig, Inc.創辦人）增加159％顧客忠誠度？
　　．為何汽車儀表板的人體工學設計，導致吸塵器機器人Roomba重新設計？

　　The bestselling author of Buyology maps the subtlest desires of people around the world - and shows how they lead to breakthrough products and services

　　Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world's leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionize 1,000 stores, spread across twenty countries, for one of Europe's largest fashion retailers. In Dubai, a bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159 percent in only a year. And in China, the look of a car dashboard led to the design of the Roomba vacuum - a great American success story. How? Lindstrom connects the dots in this globetrotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior.

　　Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands; and along the way, reveals surprising and counter-intuitive truths about what connects us all as humans.

作者簡介

　　MARTIN LINDSTROM is a consultant to a who's who of leading companies. He is the author of the international bestseller, Buyology, and five other books on branding and consumer behavior. In 2009, Time Magazine recognized him as among the top 100 Most Influential People in The World, and this year, an independent study among 30,000 marketers named him the world's number #1 brand building expert.