The New York Times Bestseller named one of the "Most Important Books of 2016" by Inc, and a Forbes 2016 "Must Read Business Book"Small Data presents a behind-the-scenes look at what it takes to create global brands and reveals surprising and counter-intuitive truths about who we are and what connects us as humans. Such research borrows from anthropology and ethnography. Like its academic cousins, it provokes some interesting reflections about enduring human difference in an increasingly homogenised world.