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Bigs Quote by Martin Lindstrom

“Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.” quote by Martin Lindstrom
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“Where big data is all about seeking correlations - and thus to make incremental changes - small data is all about causations - seeking to understand the reasons why.”

Martin Lindstrom

About This Quote

Source Book: Small Data, 2016

Big data finds patterns; small data seeks causal reasons, enabling deeper understanding and targeted change.

In simple terms: Small data uncovers causes.

Key Takeaway

Focus on causation.

Themes

data analysis causality business strategy insight

Mood

analytical strategic

Type

business philosophical

When to use this quote

  • marketing
  • product design
  • research

Key Concepts

small data methodology behavioral economics

Questions to Reflect On

  • How to balance big and small data?
  • What causal insights drive change?
A Different Perspective

Small data may lack scale for generalization.

2.8 out of 5 (4 ratings)

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