SMALL DATA: Marketing to Mother-in-laws, and Anthropology of Absolut Vodka

SMALL DATA: Marketing to Mother-in-laws, and Anthropology of Absolut Vodka

Also Marketing Gillette Guard, and Samsung TVs

In his book "Small Data – The Tiny Clues That Uncover Huge Trends" Martin Lindstrom talks about the power of small data gathered on the ground, from interactions with consumers, by personal observations of their daily activities. We talk about his experience in India. We also discuss how Gillette succeeded in India by observing Indian men shave in their homes and designing a razor for them. We wrap up with what Absolut Vodka learnt about alcohol consumption in home parties in the USA using anthropological studies.

All these have one thing in common. They will not show up in big data analysis done using online and retail sales data. 

Episode Notes

Small Data – The Tiny Clues That Uncover Huge Trends by Martin Lindstrom Publisher John Murray Learning

Breakfast Cereals in India, Country Report | Dec 2019, Euromonitor

Gillette Guard is a breakthrough new shaving system

https://www.pg.com/en_US/downloads/innovation/factsheet_final_Gillette_Guard.pdf

How Indian men pushed Gillette to do things differently

http://www.bhatkallys.com/business/indian-men-pushed-gillette-things-differently/

Low-cost P&G razor a business lesson in India

https://richmond.com/news/national-world/low-cost-p-g-razor-a-business-lesson-in-india/article_b467d62f-918f-5336-bcd1-dae377b4989a.html

P&G Innovates on Razor-Thin Margins

https://hbr.org/2012/04/how-pg-innovates-on-razor-thin

Anthropology Inc, The Atlantic, March 2013

https://www.theatlantic.com/magazine/archive/2013/03/anthropology-inc/309218/

Opening and closing instrumental music and interludes selected from “Four Corners {103 & 4/4} by Mid-Air Machine” under CC BY-SA 3.0 US.

https://freemusicarchive.org/music/Ask%20Again/Midnight_Caravan/Four_Corners