July 28, 2025

“The way we place our shoes, organize our fridge, hang our paintings, or even use our toilet paper are all Small Data, that have the potential to reveal an astounding glimpse into who we really are, our true personalities, our needs and desires and hopes.”
– Martin Lindstrom

Much has been said about Big Data – massive data warehouses capable of analyzing millions of behaviors, predicting market trends, or optimizing supply chains. But have we been talking so much about Big Data that we’ve forgotten the subtle and profound value of Small Data – personal observations, real-world experiences, and seemingly “trivial” feedback that actually touch the core of consumer behavior?

---

Small Data – When Subtlety Surpasses Technology

Small Data doesn’t require complex algorithms or massive server systems. It emerges from a short conversation with a customer, from the frown on their face when they see the price, from the look in their eyes during a first-time experience, or from recurring questions they ask through support channels.

If you’ve read Small Data: The Tiny Clues That Uncover Huge Trends by branding expert Martin Lindstrom, you might agree that these small fragments of behavior and emotion, when combined with your own insight, experience, and intelligence, can reveal profound truths about people’s needs and desires. And that is a golden opportunity for startups.

---

Color Study. Squares with Concentric Circles. By Wassily Kandinsky. Nguồn: wassilykandinsky.net

Why is Small Data Especially Important for Startups and SMEs?

Unlike large corporations that can easily invest in technology to analyze Big Data, startups and SMEs often have limited resources. But that doesn’t mean they’re at a disadvantage. On the contrary, they have something Big Data can’t replace: proximity to their customers.

1. Small Data helps create products that target real pain points

A tech startup can fail if it only relies on website traffic data without understanding why users don’t return. But if the founder takes time to talk directly with the first 10 users to find out why they hesitate to use the product – that is Small Data helping the startup refine its design, features, or even business model.

2. Small Data enables truly personalized experiences

You can use Big Data to personalize email marketing based on behavior, but only Small Data tells you what customers truly like or dislike through their words, emotions, and context of use.

Starbucks understood this well. By observing the behavior of younger customers, they realized many didn’t have time to sit long in the café. This led to the rise of the takeaway coffee model and the mobile ordering app – a prime example of innovation born from Small Data.

3. Small Data enables rapid adaptation and creativity

In the startup phase, markets change quickly. Businesses need agility and constant experimentation. Small signals from customers – like abandoning a checkout process or why they chose a competitor – are incredibly valuable for making fast, well-informed decisions.

---

Big Data vs. Small Data – Where Should You Start?

Big Data gives you a macro view – like a panoramic map of the market.
Small Data offers a micro view – like a compass helping you adjust each step.

---

Small Data – A Culture, Not Just a Tool

For small businesses, start with Small Data. Once you’ve built solid processes, deeply understand your customers, and begin to scale, investing in Big Data will yield even greater returns.

Small Data isn’t just a data collection technique – it’s a mindset for product development and business growth. It’s about encouraging sales staff to share customer stories. It’s about founders taking customer support calls. It’s about every team member placing the customer at the center of everything they do.

If you truly want to start a business, instead of asking an AI tool “What should I start?”, schedule a meeting with the first few people you believe you can help. Look them in the eye and break the first layer of ice. This Small Data isn’t meant to be stored in a system – it’s meant to mark the day you genuinely cared about how you would serve these people. What will you do so that both they and you can receive the value you both desire?