What is Small Data and how can it explain brand trends?

Move over Big Data, there's a new trend in town. Campaign spoke to author Martin Lindstrom at the industry launch, hosted by agency Jack Morton, of his new book "Small Data".

What is Small Data and how can it explain brand trends?

Martin said: "Big Data is all about correlation – it is to gather billions of data points and try to find some sort of pattern in it.

"Small Data is really the counter balance; it is what I define as seemingly insignificant observations we make in our daily lives and that is a lead to what I call the causation, the reason why; which in many ways is really the hypothesis you should use to mine the Big Data."

Also sitting on the launch panel, entitled "How can behavioural clues cover huge brand trends", were representatives from Eventbrite, Kodak and The Handpicked Companies.