Big isn't necessarily better: why small data punches above its weight

Martin Lindstrom

This article highlights the persistent value of small data despite the present obsession with big data as the main source of relevant insights.

Big isn't necessarily better: why small data punches above its weight

Martin LindstromLindstrom Company

It is in the nature of change that the new obscures or devalues the old. Our obsession with Big Data has occasionally assumed that it can provide the answer to everything. It can't - as Martin Lindstrom eloquently argues in this article. Thinking small is often the best source of insights.

The key to solving Lego's problems - the thing that may have rescued the company from potential bankruptcy - lay in an old pair of sneakers.

It was early 2003 and Lego was in...

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