As a long-time market researcher, both quantitative and qualitative, I am always on the hunt for good research books. Hoping to find new ways to perform my job, I love learning from other professionals. Global brand consultant Martin Lindstrom wrote an interesting book to help market researchers and brand managers better understand customers through qualitative research. Small Data: The Tiny Clues that Uncover Huge Trends is a collection of Lindstrom’s travels and his techniques for what he refers to as a “sped-up version of ethnography” (he calls it Subtext Research).