Video: QuantQual Book Club: Small Data (Videoconference)

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QuantQual Book Club: Small Data (Videoconference)

Friday, March 8, 2024 • QuantQual Interest Group (Rosenfeld Community)

Iulia Cornigeanu

Principal User Researcher, Dunelm

Summary

In a context dominated by conversations about AI and big data, it’s a great moment to revisit the concept of “small data,” and discuss the significance of small observations and intimate details in understanding consumer behavior and its impact on making successful business decisions. Martin Lindstrom's classic book Small Data sheds a bright light on how sometimes big data and big decisions stand firm on small data nuggets. Join us for a discussion of Martin's work—even if you've not yet read Small Data (but extra credit if you have!). Bring your questions and experiences to share.

Key Insights

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Martin’s work demonstrates how small, cultural, and sensory clues can create powerful emotional connections between customers and brands.
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The concept of 'recycling insights' involves repurposing past observations in new contexts to generate new understandings, distinct from triangulation which validates findings through multiple sources.
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Contextualizing insights is critical; having subject matter experts who curate and connect research helps organizations reuse insights effectively.
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Small data can reveal underlying reasons behind trends seen in big data, offering deeper qualitative explanation to quantitative patterns.
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Insight and data expiration occurs as contexts shift, exemplified by changes in customer behavior during the pandemic or technology evolution.
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Foundational research tends to have longer relevance than tactical studies, influencing how repositories are used and maintained.
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Vanity metrics like NPS and CSAT may paint an overly positive picture, masking underlying dissatisfaction that qualitative data exposes.
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Cross-disciplinary collaboration between qualitative researchers and data analysts enriches understanding and leads to more meaningful insights.
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Research culture affects how data is valued and used; leadership needs to focus on metrics that truly reflect strategic goals rather than convenient or legacy measures.
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Participants coalesce around the idea that linking disparate data points over time, whether intentionally or accidentally, is a skill that advances insights and innovation.

Notable Quotes

"Martin was making a connection with customers’ emotions by enticing their senses through small data clues."

"Recycling insights is like taking something found in one context and applying it in a completely different way, like recycling plastic into a new product."

"Triangulation is about reinforcing an insight by validating it through different data sources around the same concept."

"Small data can clarify what’s happening in big data and explain why certain trends emerge or don’t."

"Sometimes quantitative group averages hide individual variations that qualitative approaches can reveal."

"Vanity metrics like NPS can be green on the outside and red on the inside, giving a false sense of satisfaction."

"Having a dedicated repository curator who connects dots across studies is invaluable in large organizations."

"Small data and big data have expiry dates since shifts in context can make insights outdated or less valuable."

"Leadership often fixates on legacy metrics, which risks missing new questions or the need for different measures."

"The art is in connecting disparate, even accidental, insights over time to build a narrative that’s meaningful."

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