Martin Lindstrom Podcast on Small Data

Martin Lindstrom discusses his new book about 'small data'

Podcast: 
Small Data coverMartin Lindstrom has spent time with 2,000 families in more than 77 countries to get clues to how they live — resulting in the acquisition of what he likes to call Small Data. In his new book, Small Data: The Tiny Clues That Uncover Huge Trends, he argues that the Small Data explains the why behind what Big Data reveals. Knowledge@Wharton recently spoke with Lindstrom on the Knowledge@Wharton show on Wharton Business Radio on SiriusXM channel 111.

An edited transcript of the conversation follows. ... "

Now how can such data be connected with structured and unstructured data?  Is this about the story,  or is there a deeper connection.