內容簡介
內容簡介 ◎《買我!：從大腦科學看花錢購物的真相與假象》(Buyology) 暢銷作家Martin Lindstrom最新力作！◎亞馬遜網路書店讀者4.5顆星推薦「雖然本書中探討的數據微小，它們對於人類行為的觀察卻很重要，讓這些數據，對於任何想更加了解，觸發購買時所做決定的因素的人，顯得十分寶貴。」——《影響力: 讓人乖乖聽話的說服術》(Influence: The Psychology of Persuasion) 作者Robert Cialdini在這個時代，許多人都相信，大數據已經使人類感知與觀察成為過往雲煙、早已不合時宜。然而，在本書中，相較於大數據的方式，擔任世界上多間知名品牌顧問的Martin Lindstrom，像現代的福爾摩斯般，蒐集看似瑣碎的小線索，做細微觀察，分析「小數據」。作者在一年裡，有三百天都待在陌生人家中，仔細觀察各種細節，試圖揭露人們隱藏的欲望，最終找出能讓商品或品牌銷售達上億元的關鍵線索。本書充滿各式各樣有趣的例子，包括：-德國11歲男孩家中一雙穿舊的球鞋，如何讓樂高公司從破產邊緣，迎接驚人的捲土重來-在西伯利亞一戶人家的冰箱上發現的磁鐵，如何造成美國超市的革命-作者在羅馬觀察人們進入教堂的方式，幫助迪士尼主題樂園恢復生氣-奧地利ㄧ個女孩房間的玩具熊布偶，引發ㄧ間時尚業零售商在20多個國家1000家分店的革命本書綜合紙上談兵與鑑識心理學，讓它讀來像是跨國蒐集線索、由一篇篇故事組成、綜橫交錯的偵探小說。在Lindstrom特有的「線索架構」(CLUES Framework) 中，大數據只不過是整個謎團的一部分，他藉由蒐集小數據，和消費者無比接近、實際面對面，觀察人類行為，並得出違反直覺、與預料方式相悖，卻足以改革整個產業的見解。他認為，挖掘科技數據，並將其和心理層面的見解綜合探討，對於人類了解自我、找到自己真正想要的東西，有極大的助益。《Small Data》呈現的是難得一見的幕後花絮，帶讀者一窺，全球知名品牌之所以能成功，究竟需要什麼？更重要的是，讓人與人之間產生連結的真相，是多麼的令人驚訝。不管您是行銷人員，或單純對於人類行為的不同有強大的好奇心，都可以看到，作者如何將足跡遍布全球的經驗，整理成讓讀者愛不釋手的精彩故事，利用小數據的力量，帶來極大轉變。In an era where many believe Big Data has rendered human perception and observation 'old-school' or passe, Martin Lindstrom shows that mining and matching technological data with up-close psychological insight creates the ultimate snapshot of who we really are and what we really want. He works like a modern-day Sherlock Holmes, accumulating small clues - the progressively weaker handshakes of Millenials, a notable global decrease in the use of facial powder, a change in how younger consumers approach eating ice cream cones - to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionise 1,000 stores - spread across twenty countries - for one of Europe's largest fashion retailers. In Dubai, a distinctive bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159% in only one year. In China, the look of a car dashboard led to the design of the iRobot, or Roomba, floor cleaner - a great success story. SMALL DATA combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It shows Lindstrom using his proprietary CLUES Framework - where big data is merely on part of the overall puzzle - to get radically close to the consumer and come up with the counter-intuitive insights that have in some cases helped transform entire industries. SMALL DARA presents a rare behind-the-scenes look at what it takes to create global brands, and reveals surprising and counter-intuitive truths about what connects us all as humans.
