Those who know me know that I am a very geeky Or techie. I am very good at it, with training in systems as my first professional degree, I have that analytical and algorithmic streak that has been one of my strengths throughout my professional life. By opting for marketing and advertisingmy knowledge of computing have made me a very complete professional when it comes to innovation and creativity. But this is not a “self-onion”. I want it to be the context for this column that I have been working on for a long time.
In recent years, I have focused a lot on big dataData Analysis, Algorithms, Performance Marketing, Web3 and Intelligence Artificial and more by getting involved with a master’s degree in Data Science for Business. And just because of that interest I came across a book that I will try to break down: Small Data by Martin Lindstrom.
Because? I talk to you. As a good marketer, we know that the investigations of market, focus groups and other tools are the basis for the creation and execution of any marketing strategy. marketing. However, ten years to date, I have begun to have serious doubts about the full effectiveness of them. For example, all the surveys in the United States did not give an opportunity for Donald Trump was President… and it happened. And I can go to other countries with similar situations. As
Mexico. I began to think that there was something else at play and began to “distrust” the investigations of market and take them as a certainty or a very clear north. I began to question: and although it is not accepted, today we know that people “inhibit” their real thinking and behavior when they participate in these activities, especially when it comes to surveys.
That’s why when I read Small Data my curiosity increased. The human factor in a world where data is very important has become crucial. The human factor will not be replaced in the short/medium term by the Intelligence Artificial because there is still a detail factor that could not be resolved.
The book explores the importance of small details and careful observation in market research and understanding consumer behavior. Lindstrom argues that attention to detail in everyday life can provide valuable information that companies can use to improve their products and services. Personally, I think that social media is a great field of research where users, sooner or later, end up saying or leaving traces of what they really think or believe. Their behavior speaks louder than any survey they fill out or focus group in which they participate.
The book also explores the impact of the technology and data collection in the way companies research consumers and suggests that while technology can be useful, it should not completely replace personal observation and direct contact with consumers.
After reading the book several times, I share with you some of the most interesting lessons I learned from it and that I really believe can help improve any marketing strategy:
Personal observation is crucial: Personal observation and collecting small clues about consumer behavior can provide valuable insights that quantitative data cannot.
empathy is essential: It is important to put yourself in the shoes of consumers to understand their needs and desires.
details matter: Paying attention to small details can help companies better understand consumers and improve their products and services.
technology is not everything: While technology is useful, it should not completely replace personal observation and direct contact with consumers.
Culture and emotions are important: Businesses must understand the culture and emotions of their consumers to be successful in the marketplace.
collaboration is key: Working collaboratively with consumers and other experts can help companies discover innovative solutions to market problems.
creativity is essential: creativity and experimentation can lead to new
and innovative ways to solve market problems.
How can we “activate” all of the above? In an exercise of reflection with the conclusions of Lindstrom In addition to my personal contributions, I think it is very important that we consider the following list of actions in order to live the concept of “Small Data” and attention to detail:
1. Go to the street: Get out of the office and see consumers in their natural environment. Watch how they interact with competing products and services and take note of anything that seems important. This also involves monitoring social and communication media.
2. Ask questions: Talk to consumers and ask them questions about their needs and wants. Listen carefully and take note of anything that seems relevant.
3. Be empathetic: Put yourself in the shoes of consumers and try to understand their problems and concerns. If you can identify with them, you will be able to offer solutions that are really effective.
4. Pay attention to the details: take note of the small details that may seem insignificant, but can be important to consumers.
This can include things like the design of a product package or the way information is presented on a website.
5. Use technology effectively: Technology can be useful for collecting data, but you shouldn’t be completely dependent on it. It uses technology to complement personal observation and direct interaction with consumers.
6. Understand culture and emotions: Pay attention to cultural trends and how consumers emotionally respond to products and services.
7. Collaborate with consumers: Works collaboratively with consumers to gain valuable information and new ideas. This can be through focus groups, surveys, or even online collaboration.
8. Be creative: Experiment with new ideas and solutions. Don’t be afraid to try something new and different, and don’t cling to old solutions that no longer work.
9. Communicate clearly: make sure that the information about your products and services is presented in a clear and concise way. Avoid technical jargon or complicated words that consumers may not understand.
10. Always get better: never stop looking for ways to improve your business. Continue watching, listening, and collaborating with consumers to keep your business current and relevant.
In a Big Data world that tries to find patterns in the midst of a sea of information, attention to detail; fine detail will become a great differentiator in the near future (although I dare say it always has been), so take into account this other vision that can complement traditional models of obtaining information on consumer behavior it becomes key.
In closing, I want to share a list of online tools that can help
perform all these actions. They are very useful.
● Google Street View: You can use this tool to observe the natural environment of your consumers from the comfort of your office or home.
● SurveyMonkey: This online survey tool allows you to easily ask your consumers questions and gain valuable information.
● MindMeister: This mind mapping tool allows you to organize and visualize the information you collect from consumers.
● Google Analytics: This data analysis tool allows you to supplement personal observation with quantitative data about consumer behavior online.
● Social Mention: This tool allows you to monitor what is being said about your brand on social networks and obtain valuable information on how consumers feel about your products and services.
● Slack: This team communication tool allows you to collaborate with other members of your team or even with consumers to get new ideas and valuable information.
● Trello: This project management tool allows you to organize your ideas and experiments in a visual and collaborative way.
● Canva: This graphic design tool allows you to create clear and attractive communication materials to present information about your products and services.
● UserTesting: This tool allows you to obtain feedback from real users about your website or mobile application.
● Hotjar: This tool allows you to obtain valuable information about how users interact with your website through heat maps and user session recordings.
The big difference between Big Data and Small Data lies in the approach. While Big Data focuses on collecting massive quantitative data (such as transaction logs and social media data) to look for patterns and trends on a global level, Small Data focuses on detailed observation and collecting qualitative data to personal and local level to discover patterns and trends in small communities or individuals.
Big data is valuable for gaining a bird’s-eye view of consumption patterns at the macro level, but it does not provide a deep understanding of individual consumer needs and wants. On the other hand, small data focuses on individual behavior and can provide valuable insights into consumer emotions, needs, and desires.
Small Data, according to Lindstrom, can be more effective in generating actionable insights and innovative solutions to meet consumer needs. Detailed observation and understanding of the subconscious motivations behind consumer behavior may be more valuable than big quantitative data in terms of developing products and services that meet consumer needs more effectively. How much attention do we pay to detail?