Jazz FM Business Breakfast - Meet the big brand Sherlock Holmes

Imagine you run a big international company. You want to expand, maybe in to a new country, or to offer a new product. But you don't just want to sell a variation on the same things as everyone else – you want it to be new, because, let's be honest, that's where the profit is. But how do you find out what people need, if they don't even know it themselves? Martin Lindstrom is the man companies turn to for that service. He's a pioneer of what he calls 'Small Data' – it's also the title of a new book he's just released. Nick Howard asked Martin to explain 'Small Data'.

This is an extended interview from the Jazz FM Business Breakfast, first broadcast on Monday the 23rd of May 2016.