What’s next after big data? Small data.

What can your toothbrush tell you about your love life? What do your refrigerator magnets say about your dreams for your children? What does your collection of champagne corks suggest about your aspirations?

These seemingly minute details hint at the deep-seated psychological needs that make us tick. Called “small data” by brand futurist Martin Lindstrom, these little clues yield profound insights about consumers’ most authentic desires.

Don’t get us wrong, we love big data. And in this white paper, we share why small data is the crucial counterbalance to big data—and how the combination of the two can yield breakthrough insights that can transform brands.

Read on to find out how we use small data to move businesses forward.