Abstract
Purpose Defines a useful context for the concept of market insight and explains how “small data” can illuminate new pathways to such insight and potentially to better market strategies. Design/methodology/approach Using an illustrative case the article provides a guide to transforming “small data” into important strategy shaping insights. Findings By paying careful attention to such small data opportunities, fully assessing their inferences and vetting them thoroughly, strategist and marketers can discover insights that Big Data cannot deliver. Originality/value Small data as a source of learning is not just neglected but disparaged in many organizations. The importance of such small data escalates when we recognize that they frequently serve as the early indicator of marketplace change that may not be observable by other means.
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