More takes on the idea of 'Small Data' proposed by my former collaborator Martin Lindstrom in his recent book: Small Data: Tiny Clues that Uncover Huge Trends ... " Another way to look at this is as an 'inductive' approach, where you are selectively looking for especially valuable patterns in data. That method can be used for data, large or small.In Big Data, statistics is the usual tool of choice to make sense of the complexity. With less data, even small data, you need the insight of a detective to find patterns that are useful, or can be combined with your internal insight rules of thumb to get to results. That's deduction. That's being a marketing detective. The article linked to below takes such a Sherlock Holmesian approach to some examples for innovative marketing.
Why can this be more interesting than the world of 'Big Data'? Because it can take the leverage closer to the 'business processes' we use every day. More sense and less magic is easier to implement and appreciate.
See: strategy+business: Corporate Strategies and News Articles on Global Business, Management, Competition and Marketing ... A Not-So-Elementary Exploration of Brand Insight ... "
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