www.amazon.com
Open in
urlscan Pro
2606:2cc0:1::374
Public Scan
Submitted URL: http://www.amazon.com/gp/product/B01B5AYRXO/ref=adbl_dp_er_tr?cartError=trial
Effective URL: https://www.amazon.com/gp/product/B01B5AYRXO/ref=adbl_dp_er_tr?cartError=trial
Submission: On September 15 via api from SA — Scanned from DE
Effective URL: https://www.amazon.com/gp/product/B01B5AYRXO/ref=adbl_dp_er_tr?cartError=trial
Submission: On September 15 via api from SA — Scanned from DE
Form analysis 7 forms found in the DOM
Name: site-search — GET /s/ref=nb_sb_noss
<form id="nav-search-bar-form" accept-charset="utf-8" action="/s/ref=nb_sb_noss" class="nav-searchbar nav-progressive-attribute" method="GET" name="site-search" role="search">
<div id="nav-search-bar-internationalization-key" class="nav-progressive-content">
<input type="hidden" name="__mk_de_DE" value="ÅMÅŽÕÑ">
</div>
<div class="nav-left">
<div id="nav-search-dropdown-card">
<div class="nav-search-scope nav-sprite">
<div class="nav-search-facade" data-value="search-alias=aps">
<span id="nav-search-label-id" class="nav-search-label nav-progressive-content" style="width: auto;">Audible-Hörbücher & Originals</span>
<i class="nav-icon"></i>
</div>
<label id="searchDropdownDescription" for="searchDropdownBox" class="nav-progressive-attribute" style="display:none">Wähle die Kategorie aus, in der du suchen möchtest.</label>
<select aria-describedby="searchDropdownDescription" class="nav-search-dropdown searchSelect nav-progressive-attrubute nav-progressive-search-dropdown" data-nav-digest="1SD8NwQshDByAo2UzADo2J0Dtdw=" data-nav-selected="0"
id="searchDropdownBox" name="url" style="display: block; top: 2.5px;" tabindex="0" title="Suchen in">
<option value="search-alias=aps">Alle Kategorien</option>
<option value="search-alias=audible" selected="selected">Audible-Hörbücher & Originals</option>
<option value="search-alias=automotive-intl-ship">Automobil</option>
<option value="search-alias=baby-products-intl-ship">Baby</option>
<option value="search-alias=stripbooks-intl-ship">Bücher</option>
<option value="search-alias=computers-intl-ship">Computer</option>
<option value="search-alias=fashion-womens-intl-ship">Damenmode</option>
<option value="search-alias=electronics-intl-ship">Elektronik</option>
<option value="search-alias=movies-tv-intl-ship">Filme und Fernsehen</option>
<option value="search-alias=luggage-intl-ship">Gepäck</option>
<option value="search-alias=hpc-intl-ship">Gesundheit & Haushalt</option>
<option value="search-alias=pets-intl-ship">Haustierbedarf</option>
<option value="search-alias=kitchen-intl-ship">Heim und Küche</option>
<option value="search-alias=fashion-mens-intl-ship">Herrenmode</option>
<option value="search-alias=industrial-intl-ship">Industriell und Wissenschaftlich</option>
<option value="search-alias=digital-text">Kindle-Shop</option>
<option value="search-alias=arts-crafts-intl-ship">Kunst und Handwerk</option>
<option value="search-alias=fashion-boys-intl-ship">Mode für Jungen</option>
<option value="search-alias=fashion-girls-intl-ship">Mode für Mädchen</option>
<option value="search-alias=music-intl-ship">Musik, CDs & Vinyl</option>
<option value="search-alias=digital-music">Musik-Downloads</option>
<option value="search-alias=instant-video">Prime Video</option>
<option value="search-alias=deals-intl-ship">Sales & Angebote</option>
<option value="search-alias=beauty-intl-ship">Schönheit & Körperpflege</option>
<option value="search-alias=software-intl-ship">Software</option>
<option value="search-alias=toys-and-games-intl-ship">Spielzeug und Spiele</option>
<option value="search-alias=sporting-intl-ship">Sport und Freizeit</option>
<option value="search-alias=videogames-intl-ship">Videospiele</option>
<option value="search-alias=tools-intl-ship">Werkzeug & Heimwerken</option>
</select>
</div>
</div>
</div>
<div class="nav-fill">
<div class="nav-search-field ">
<label for="twotabsearchtextbox" style="display: none;">Suche Amazon</label>
<input type="text" id="twotabsearchtextbox" value="" name="field-keywords" autocomplete="off" placeholder="Suche Amazon" class="nav-input nav-progressive-attribute" dir="auto" tabindex="0" aria-label="Suche Amazon" spellcheck="false">
</div>
<div id="nav-iss-attach"></div>
</div>
<div class="nav-right">
<div class="nav-search-submit nav-sprite">
<span id="nav-search-submit-text" class="nav-search-submit-text nav-sprite nav-progressive-attribute" aria-label="Los">
<input id="nav-search-submit-button" type="submit" class="nav-input nav-progressive-attribute" value="Los" tabindex="0">
</span>
</div>
</div>
</form>GET
<form method="get" action="" autocomplete="off" class="aok-hidden all-offers-display-params"> <input type="hidden" name="" value="true" id="all-offers-display-reload-param"> <input type="hidden" name="" id="all-offers-display-params"
data-asin="B01B5AYRXO" data-m="" data-qid="" data-smid="" data-sourcecustomerorglistid="" data-sourcecustomerorglistitemid="" data-sr=""> </form>POST /hz/audible/checkout?ref=adbl_dp_dt_tr_bb
<form method="post" action="/hz/audible/checkout?ref=adbl_dp_dt_tr_bb" class="a-spacing-none"> <input type="hidden" name="buyingOptionId"
value="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">
<input type="hidden" name="membershipAsin" value="B07PCV9DSZ">
<input type="hidden" name="apCheck" value="0">
<input type="hidden" name="surfaceType" value="Desktop">
<input type="hidden" name="HMAC" value="gtpHAJAOZUhln2pel2/ImVYePOcQ+ZuxUs5bKJIAAAACAAAAAGUECNRyYXcAAAAAPVZHwIAfyME6jYIqz6iU">
<input type="hidden" name="lmsStringId" value="aud_dp_bb_v2_button_upsell">
<input type="hidden" name="ASIN" value="B01B5AYRXO">
<input type="hidden" name="purchaseType" value="trial">
<input type="hidden" name="buyingOptionType" value="DEFAULT_GOLD_FREETRIAL_UPSELL">
<input type="hidden" name="HMAC2" value="gtpHAJAOZUhln2pel2/ImVYePOcQ+ZuxUs5bKJIAAAACAAAAAGUECNRyYXcAAAAAPVZHwIAfyME6jYIqz6iU">
<input type="hidden" name="audibleASIN" value="B01B5AYTLO">
<input type="hidden" name="ctaType" value="POST">
<input type="hidden" name="buttonType" value="primary">
<input type="hidden" name="actionCode" value="AMZGB03606261991VF">
<input type="hidden" name="isGooglePlayApp" value="false">
<div class="a-section"> <span class="a-button a-button-span12 a-button-primary" id="a-autoid-11"><span class="a-button-inner"><input class="a-button-input" type="submit" aria-labelledby="a-autoid-11-announce"><span class="a-button-text"
aria-hidden="true" id="a-autoid-11-announce"> Ich will jetzt loslegen - 0,00 € </span></span></span> </div>
</form>POST /hz/audible/checkout?ref=adbl_dp_dt_csn_bb
<form method="post" action="/hz/audible/checkout?ref=adbl_dp_dt_csn_bb" class="a-spacing-none"> <input type="hidden" name="buyingOptionId"
value="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">
<input type="hidden" name="apCheck" value="0">
<input type="hidden" name="surfaceType" value="Desktop">
<input type="hidden" name="HMAC" value="gvnrckzvPZUBgr9rCAlRCxDTRxKA0tXShkDw6jYAAAACAAAAAGUECNRyYXcAAAAAPVZHwIAfyME6jYIqz6iU">
<input type="hidden" name="lmsStringId" value="aud_dp_bb_v2_cash_button_text">
<input type="hidden" name="ASIN" value="B01B5AYRXO">
<input type="hidden" name="purchaseType" value="cash">
<input type="hidden" name="buyingOptionType" value="LIST_PRICE">
<input type="hidden" name="HMAC2" value="gvnrckzvPZUBgr9rCAlRCxDTRxKA0tXShkDw6jYAAAACAAAAAGUECNRyYXcAAAAAPVZHwIAfyME6jYIqz6iU">
<input type="hidden" name="audibleASIN" value="B01B5AYTLO">
<input type="hidden" name="ctaType" value="POST">
<input type="hidden" name="buttonType" value="oneclick">
<input type="hidden" name="actionCode" value="AMZGCWS0326149093">
<input type="hidden" name="isGooglePlayApp" value="false">
<div class="a-section"> <span class="a-button a-button-span12 a-button-oneclick a-button-icon" id="a-autoid-12"><span class="a-button-inner"><i class="a-icon a-icon-1click"></i><input class="a-button-input" type="submit"
aria-labelledby="a-autoid-12-announce"><span class="a-button-text" aria-hidden="true" id="a-autoid-12-announce"> Mit 1-Click kaufen </span></span></span> </div>
</form>POST /hz/audible/checkout?ref=adbl_tgift_dtop
<form method="post" action="/hz/audible/checkout?ref=adbl_tgift_dtop" class="a-spacing-none"> <input type="hidden" name="showGiftForm" value="true">
<input type="hidden" name="HMAC2" value="gi0kDNmqMFRtORJIs5DiHjeAjra9Ymvltqg2J6gAAAACAAAAAGUECNRyYXcAAAAAPVZHwIAfyME6jYIqz6iU">
<input type="hidden" name="isTitleGift" value="true">
<input type="hidden" name="apCheck" value="0">
<input type="hidden" name="buyingOptionId"
value="eyJvZmZlclR5cGUiOiJDQVNIIiwicHJpY2UiOnsiY3VycmVuY3kiOnsiY29kZSI6IlVTRCIsInZhbHVlIjoxNy4zNX0sInByaWNlVHlwZSI6Ikxpc3QiLCJvZmZlckxpc3RpbmdJZCI6IkVFOUVoR3dVSVV3OVR3RHlQcmFvWVVSTEt0Wm5KNGVMaENkdGs0VlRrYzJwT0FFdDBiYkRzRSUyQlhSVGVzNXQlMkJNSTFuOFNmcmVLR3VxNktNNTJ4SzRKMFdvYTczaGR6b3dpUHUlMkJZbVljMXozMmd4NjhPODJNa04zTEhnVWZXcmxWbk51VGFtR3ZZckFUdWQ2Q0hNV0VMS0J1U1BQRkhqcGExdzdZUkRnNWVCaSUyRmo3SXkwanRDM0tVd3JSSW5Gc2F3IiwiX19jbGFzcyI6ImNvbS5hbWF6b24uYXVkaWJsZWJ1eWluZ29wdGlvbnNzZXJ2aWNlLkNvbnRlbnRQcmljZSJ9LCJwcm9ncmFtcyI6WyJHSUZUIl0sInJhbmsiOjIxMDAsImNsaWVudENvbnRleHQiOnsiY2xpZW50SWQiOiJBbWF6b25Ib21lc3RlYWREUCJ9LCJvZmZlclR5cGVJZCI6IkxJU1RfUFJJQ0VfR0lGVCJ9">
<input type="hidden" name="HMAC" value="gi0kDNmqMFRtORJIs5DiHjeAjra9Ymvltqg2J6gAAAACAAAAAGUECNRyYXcAAAAAPVZHwIAfyME6jYIqz6iU">
<input type="hidden" name="ASIN" value="B01B5AYRXO">
<input type="hidden" name="actionCode" value="AMZALC036110822946R">
<input type="hidden" name="purchaseType" value="GIFT">
<div class="a-section a-spacing-medium a-spacing-top-base"> <span id="audible-title-giftv2-button" class="a-button a-button-span12 a-button-base audible-title-giftv2-button"><span class="a-button-inner"><input class="a-button-input" type="submit"
aria-labelledby="audible-title-giftv2-button-announce"><span id="audible-title-giftv2-button-announce" class="a-button-text" aria-hidden="true"> Als Geschenk verschenken </span></span></span> </div>
</form>POST /gp/product/handle-buy-box/ref=dp_start-bbf_1_glance
<form method="post" id="addToCart" action="/gp/product/handle-buy-box/ref=dp_start-bbf_1_glance" class="a-content" autocomplete="off">
<input type="hidden" name="CSRF" value="g4j4ff0+IvzmJqb6WaujQWSDPStbwW2+cMo4nhpAGXCXAAAADAAAAABlBAjUcmF3AAAAABVX8CwXqz4nuL9RKX///w=="> <input type="hidden" id="anti-csrftoken-a2z" name="anti-csrftoken-a2z" value="">
<input type="hidden" id="offerListingID" name="offerListingID" value="">
<input type="hidden" id="session-id" name="session-id" value="">
<input type="hidden" id="ASIN" name="ASIN" value="">
<input type="hidden" id="isMerchantExclusive" name="isMerchantExclusive" value="0">
<input type="hidden" id="merchantID" name="merchantID" value="">
<input type="hidden" id="isAddon" name="isAddon" value="0">
<input type="hidden" id="nodeID" name="nodeID" value="">
<input type="hidden" id="sellingCustomerID" name="sellingCustomerID" value="">
<input type="hidden" id="qid" name="qid" value="">
<input type="hidden" id="sr" name="sr" value="">
<input type="hidden" id="storeID" name="storeID" value="">
<input type="hidden" id="tagActionCode" name="tagActionCode" value="">
<input type="hidden" id="viewID" name="viewID" value="">
<input type="hidden" id="rebateId" name="rebateId" value="">
<input type="hidden" id="ctaDeviceType" name="ctaDeviceType" value="desktop">
<input type="hidden" id="ctaPageType" name="ctaPageType" value="detail">
<input type="hidden" id="usePrimeHandler" name="usePrimeHandler" value="0">
<input type="hidden" id="rsid" name="rsid" value="">
<input type="hidden" id="sourceCustomerOrgListID" name="sourceCustomerOrgListID" value="">
<input type="hidden" id="sourceCustomerOrgListItemID" name="sourceCustomerOrgListItemID" value="">
<input type="hidden" name="wlPopCommand" value="">
<hr aria-hidden="true" class="a-spacing-base a-divider-normal">
<script>
function atwlEarlyClick(e) {
e.preventDefault();
if (window.atwlLoaded) {
return; //if JS is loaded then we can ignore the early click case
}
var ADD_TO_LIST_FROM_DETAIL_PAGE_VENDOR_ID = "website.wishlist.detail.add.earlyclick";
var paramMap = {
"asin": "B01B5AYRXO",
"vendorId": ADD_TO_LIST_FROM_DETAIL_PAGE_VENDOR_ID,
"isAjax": "false"
}
var url = "/hz/wishlist/additemtolist?ie=UTF8";
for (var param in paramMap) {
url += "&" + param + "=" + paramMap[param];
}
var xhr = new XMLHttpRequest();
xhr.open("POST", url, false);
xhr.setRequestHeader("anti-csrftoken-a2z", "gy4Fe+RGsC5oY4NWgjQRqgGtnVivK3f+hg3WkBBJw+uEAAAAAQAAAABlBAjUcmF3AAAAAHuL9oHQYR32uqP6iUf9gA==");
xhr.onload = function() {
window.location = xhr.responseURL; //Needed to force a redirect; not supported on IE!
}
xhr.send();
}
</script>
<div id="wishlistButtonStack" class="a-button-stack">
<script>
'use strict';
P.when('A').execute(function(A) {
A.declarative('atwlDropdownClickDeclarative', 'click', function(e) {
window.wlArrowEv = e;
e.$event.preventDefault();
(function() {
if (window.P && window.atwlLoaded) {
window.P.when('A').execute(function(A) {
A.trigger('wl-drop-down', window.wlArrowEv);
})
return;
}
window.atwlEc = true;
var b = document.getElementById('add-to-wishlist-button-group');
var s = document.getElementById('atwl-dd-spinner-holder');
if (!(s && b)) {
return;
}
s.classList.remove('a-hidden');
s.style.position = 'absolute';
s.style.width = b.clientWidth + 'px';
s.style.zIndex = 1;
return;
})();
return false;
});
});
</script>
<div id="add-to-wishlist-button-group" data-csa-c-func-deps="aui-da-a-button-group" data-csa-c-type="widget" data-csa-interaction-events="click" data-hover="<!-- If PartialItemStateWeblab is true then, showing different Add-to-wish-list tool-tip message which is consistent with Add-to-Cart tool tip message. -->
Auf die Liste? Bitte wähle aus dem Sortiment links." class="a-button-group a-declarative a-spacing-none" data-action="a-button-group" role="radiogroup" data-csa-c-id="6w7fj5-dvc9nh-nsn093-hd0uvg"> <span id="wishListMainButton"
class="a-button a-button-groupfirst a-spacing-none a-button-base a-declarative" role="radio" data-action="add-wishlist-declarative" aria-posinset="1" aria-setsize="1"><span class="a-button-inner"><a href="https://www.amazon.com/-/de/ap/signin?openid.return_to=https%3A%2F%2Fwww.amazon.com%2Fgp%2Faw%2Fd%2FB01B5AYRXO&openid.identity=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&openid.assoc_handle=usflex&openid.mode=checkid_setup&openid.claimed_id=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0&" name="submit.add-to-registry.wishlist.unrecognized" title="Auf die Liste" data-hover="<!-- If PartialItemStateWeblab is true then, showing different Add-to-wish-list tool-tip message which is consistent with Add-to-Cart tool tip message. -->
Auf die Liste? Bitte wähle aus dem Sortiment links." class="a-button-text a-text-left"> Auf die Liste </a></span></span> </div>
<div id="atwl-inline-spinner" class="a-section a-hidden">
<div class="a-spinner-wrapper"><span class="a-spinner a-spinner-medium"></span></div>
</div>
<div id="atwl-inline" class="a-section a-spacing-none a-hidden">
<div class="a-row a-text-ellipsis">
<div id="atwl-inline-sucess-msg" class="a-box a-alert-inline a-alert-inline-success" aria-live="polite" aria-atomic="true">
<div class="a-box-inner a-alert-container"><i class="a-icon a-icon-alert"></i>
<div class="a-alert-content"> <span class="a-size-base" role="alert"> Hinzugefügt zu </span> </div>
</div>
</div> <a id="atwl-inline-link" class="a-link-normal" href="/-/de/gp/registry/wishlist/"> <span id="atwl-inline-link-text" class="a-size-base" role="alert"> </span> </a>
</div>
</div>
<div id="atwl-inline-error" class="a-section a-hidden">
<div class="a-box a-alert-inline a-alert-inline-error" role="alert">
<div class="a-box-inner a-alert-container"><i class="a-icon a-icon-alert"></i>
<div class="a-alert-content"> <span id="atwl-inline-error-msg" class="a-size-base" role="alert"> Hinzufügen war nicht erfolgreich. Bitte versuche es erneut. </span> </div>
</div>
</div>
</div>
<div id="atwl-dd-spinner-holder" class="a-section a-hidden">
<div class="a-row a-dropdown">
<div class="a-section a-popover-wrapper">
<div class="a-section a-text-center a-popover-inner">
<div class="a-box a-popover-loading">
<div class="a-box-inner"> </div>
</div>
</div>
</div>
</div>
</div>
<div id="atwl-dd-error-holder" class="a-section a-hidden">
<div class="a-section a-dropdown">
<div class="a-section a-popover-wrapper">
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Named one of the "Most Important Books of 2016" by Inc.
A Forbes 2016 "Must Read Business Book"
Named a "Book Retailers Should Read in 2016" by Shelf Awareness
Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of "small
data" in his quest to discover the next big thing. Hired by the world's leading
brands to find out what makes their customers tick, Martin Lindstrom spends 300
nights a year in strangers' homes, carefully observing every detail in order to
uncover their hidden desires and, ultimately, the clues to a multimillion-dollar
product. Lindstrom connects the dots in this globetrotting narrative that will
enthrall enterprising marketers as well as anyone with a curiosity about the
endless variations of human behavior.
You'll learn...
* How a noise reduction headset at 35,000 feet led to the creation of Pepsi's
new trademarked signature sound.
* How a worn-down sneaker discovered in the home of an 11-year-old German boy
led to LEGO's incredible turnaround.
* How a magnet found on a fridge in Siberia resulted in a US supermarket
revolution.
* How a toy stuffed bear in a girl's bedroom helped revolutionize a fashion
retailer's 1,000 stores in 20 different countries.
* How an ordinary bracelet helped Jenny Craig increase customer loyalty by 159
percent in less than a year.
* How the ergonomic layout of a car dashboard led to the redesign of the Roomba
vacuum.
Mehr lesen
©2016 Martin Lindstrom (P)2016 Audible, Inc.
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1. Spieldauer
8 Stunden und 4 Minuten
2. Geschrieben von
Martin Lindstrom
3. Gesprochen von
Ricco Fajardo
4. Erscheinungsdatum
23. Februar 2016
5. Sprache
Englisch
6. Verlag
Audible Studios
7. ASIN
B01B5AYRXO
8. Version
Ungekürzte Ausgabe
9. Format
Hörbuch
10. Alle Details anzeigen
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Buyology: Truth and Lies About Why We BuyBuyology: Truth and Lies About Why
We Buy
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Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us
to BuyBrandwashed: Tricks Companies Use to Manipulate Our Minds…
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MicrobusinessTiny Business, Big Money: Strategies for Creating a
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The Ministry of Common Sense: How to Eliminate Bureaucratic Red Tape, Bad
Excuses, and Corporate BSThe Ministry of Common Sense: How to Eliminate
Bureaucratic Red Tape…
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The 2-Hour Cocktail Party: How to Build Big Relationships with Small
Gatherings
Nick Gray
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Robert B. Cialdini
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ZUM GLEICHEN THEMA
Seite 1 von 1Zum AnfangSeite 1 von 1
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Why We Buy, Updated and Revised Edition: The Science of ShoppingWhy We Buy,
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Live And Buy As They DoThe Culture Code: An Ingenious Way To Understand Why
Peopl…
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FuturePrimal Branding: Create Zealots for Your Brand, Your Company, and Yo…
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Young China: How the Restless Generation Will Change Their Country and the
WorldYoung China: How the Restless Generation Will Change Their Country…
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Fascinate: Your 7 Triggers to Persuasion and CaptivationFascinate: Your 7
Triggers to Persuasion and Captivation
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Design Is a JobDesign Is a Job
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RobotsThe New Breed: What Our History with Animals Reveals About Our Fut…
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FactsNow I Know: The Revealing Stories Behind the World's Most Intere…
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PRODUKTINFORMATION
Spieldauer 8 Stunden und 4 Minuten Geschrieben von Martin Lindstrom Gesprochen
von Ricco Fajardo Whispersync for Voice Verfügbar Audible.de Erscheinungsdatum
Februar 23, 2016 Verlag Audible Studios Format Hörbuch Version Ungekürzte
Ausgabe Sprache Englisch ASIN B01B5AYRXO Amazon Bestseller-Rang Nr. 120,512 in
Hörbücher & Originale (Siehe Top 100 in Hörbücher & Originale)
Nr. 282 in Marktforschung (Bücher)
Nr. 509 in Marketing & Verbraucherverhalten
Nr. 542 in Marketing (Hörbücher & Originale)
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SPITZENBEWERTUNGEN AUS USA
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Educ Prof
5,0 von 5 Sternen ) If the other girls aren’t cool or aspirational enough
Rezension aus den Vereinigten Staaten vom 28. August 2016
Verifizierter Kauf
He spends about 300 nights a year in other people’s homes. While there, Martin
Lindstrom interviews them, looks through their closets and refrigerators,
examines their posters, pictures, furniture, and other decorative items, seeking
for clues which he calls “small data.” His book describes his methods of
investigation and how he detects patterns in apparently insignificant, and often
disparate, observations. Yet, his hypotheses and conclusions have helped
businesses enhance their brands and significantly improve their market share.
The book was quite interesting but, for me at least, difficult to follow.
Lindstrom’s global thought processes felt scattered, but working through the
book was instructive and often surprising.
Lindstrom seeks clues to people’s desires, but not necessarily their obvious
desires or desires of which they themselves are aware. He does so on the basis
of some postulates scattered throughout the book.
• People have multiple identities, one of which Lindstrom refers to as “the Twin
Self.” He asserts that “The Twin Self has two elements, both of which are linked
to desire: what we had once, but lost, and what we once dreamed about having but
never possessed.” (p. 204)
• “It may sound overly dramatic, but men and women tend to rebel against
whatever imbalances exist in their countries. They do this consciously and
unconsciously. “ (pp. 29 & 30)
• “We can get rid of desire by surrendering to it, or we can resist and deny it.
But desire can’t help but show up somewhere in our lives . . .” (p. 38)
Through a series of case studies and anecdotes, Lindstrom proceeds to show the
reader how he observes and thinks about potential clues in order to detect the
desires of customers and clients.
Other arresting ideas in the book include these:
• “Disney Chairman and CEO Bob Iger and Apple CEO Steve Jobs once had a
conversation about retail, during which Jobs told Iger that retailers should
always ask themselves one question: ‘If a store could talk, what would it say to
the people entering it?’” (p. 112)
• “Subconsciously, it seemed, girls perceived a clothing store less on what it
has for sale, and more on the other women who are shopping there. (The same is
often true for prospective female students when they visit college and
university campuses.) If the other girls aren’t cool or aspirational enough, a
girl will take her business elsewhere.” (p. 156)
• “Every successful brand stands for something more than itself, and that thing
is emotional. A great brand promises hope, the contagion of coolness, or
desirability, or love, or romance, or acceptance, or luxury, or youth, or
sophistication, or high-quality technology.” (p. 173)
If you are responsible for your organization’s success (and who isn’t?), this
book is well worth reading.
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Fraser Ferguson
5,0 von 5 Sternen Is it really possible to predict huge trends - I honestly
think Lindstrom did it.
Rezension aus den Vereinigten Staaten vom 7. März 2016
Verifizierter Kauf
Whenever I read about books predicting the future I turn sceptical. How can they
- I mean the book publishing cycle is so slow that they rarely can predict
things which isn’t out-dated the second the book is out. When hearing about Big
Data: The Tiny Clues That Uncover Huge Trends - my hope at best was to pick up
one or two nuggets - I ended reading the book - not once but twice over just 2
days. It’s amazing. What’s different about Martin Lindstrom’s book is that it
goes much further than a conventional trend book - and starts much earlier than
where a typical trend book would begin. Lindstrom puts it all into a fascinating
perspective - from the first moment he picks up these tiny clues (as he calls
them in the book), defines what they mean from a trend point of view - and
then…show not only how they can be applied - he actually applies them in his own
work - and proves that it all worked. I’ve never read a book which adds such
dimension to the story - where the author actually shows he has a skin in the
game and takes his own medicine and applies it in the real world - Lindstrom
does. But he does this in an unusual way - by combining clues in surprising and
often in even unbelievable ways - then link it all together in ways I would
never have thought about and convinces his clients to go with it. What I really
like about the book is that he’s not only showing all the success cases, he’s
very honest and covers stories where he mis-read the consumer, where he failed
persuading the client or where suddenly some crises happened. It makes the book
very real - and actually makes one feel that this Martin Lindstrom guy isn’t
some perfect oracle but just a very well-travelled, extremely knowledge clever
person which like you and I are lucky and at time unlucky.
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Amazon Customer
4,0 von 5 Sternen I have mixed feelings about this book.
Rezension aus den Vereinigten Staaten vom 16. November 2016
Verifizierter Kauf
Clearly Mr. Lindstrom is a genius at what he does or he wouldn't be consulting
for some of the biggest brands in the world. And he's certainly given me a lot
to think about and HOW to think about things. And kudos to Mr. Lindstrom. He is
the FIRST author I have ever read - Kindle or otherwise - where I actually used
the dictionary to look up a word. Not that I'm super versed in vocabulary or
anything, but its the first time I've actually looked up a word.
But my issue is it seems he's deducing an awful lot from very little. And
granted, that's the premise of this book, there are some things that I thought,
"OK, this is REALLY stretching it." One example that comes to mind is the the
teen girls who do not use oil based face creams. "Most girls are canny enough to
know that oil-based creams, text messaging and selfie taking don't mix." I don't
think its quite that profound. It's more like "any teenager knows - or at least
have the perception - that oil-based ANYTHING, lotion, make up, etc. is going to
make you more prone to pimples."
Clearly he's the expert here. But as a consumer an observer of consumers and
human nature, sometimes the answer is a lot more simple than experts make this
out to be.
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Weitere Rezensionen ansehen
SPITZENREZENSIONEN AUS ANDEREN LÄNDERN
Alle Rezensionen ins Deutsche übersetzen
Ron Immink
4,0 von 5 Sternen Anthropology as the last mile of big data.
Rezension aus dem Vereinigten Königreich vom 30. Juli 2018
Verifizierter Kauf
Brandwashed
Martin Lindstrom is the author of “Brandwashed”. My all-time favourite dark book
about marketing. I think it was one of the first mentioned neuroscience as a
selling tool. “Small Data: The Tiny Clues That Uncover Huge Trends”, describes
how he takes an anthropologic approach to help companies rebrand and refocus.
Anthropology as the last mile of data.
It is the small data
Small data versus big data. If you want to understand how animals live, you
don’t go to the zoo, you go to the jungle. He uses a technique he calls subtext
research or small mining. A detailed process that involves visiting consumers in
their homes, gathering small data offline and online, and crunching, or small
mining, these clues with observations and insights taken from around the world,
there almost always comes a moment where he uncovers an unmet or unacknowledged
desire that forms the foundation of a new brand, product innovation or business.
Hunter of desire
He sees himself as a forensic investigator of small data or emotional DNA, a
hunter, almost, of desire. No matter how insignificant it may first appear,
everything in life tells a story. Desire is always linked to a story, and to a
gap that needs to be filled: a yearning that intrudes, agitates and motivates
human behaviour both consciously and unconsciously.
Random perceptions and chance revelations
The work he does is a sped-up version of ethnographic, or participatory
anthropology and relies on random perceptions and chance revelations. Using a
7Cs framework. Collecting, Clues, Connecting, Causation, Correlation,
Compensation and Concept. That included talking with local garbage collectors.
No matter where they live in the world, they get to see, and smell, privileged
information.
Your story
When you post a status update on Facebook, or “like” a piece of music, what are
you telling the world about yourself? When you buy a pair of pants, or a new
brand of shoes when you hang a set of bamboo curtains across your window or
cherry-pick photographs to tack onto your refrigerator or leave out a bottle of
facial moisturiser in your bathroom, what are you communicating?
Think of your residence as a place that is home to an infinite series of small
voices that owners are broadcasting in every room. What unconscious, seemingly
random pieces of small data are hanging from the walls, hiding inside
“off-limits” zones like the refrigerator and the kitchen cabinets?
Anthropology is becoming a hot topic
I came across it first in “Moments of clarity”. Considering that management
doesn’t know what to do with big data, everyone is searching for what is big
data. The answer is small data. He does everything ensure that company
executives experience their stores—and products—in the same way, consumers do.
For example, thousands of Nestlé employees spend 48 hours a year visiting
consumers in their homes. The CEO of Tesco has introduced “Mission Feet on the
Floor,” a program in which every executive was required to work on the floor of
one of its grocery stores for several days at a time. A bank chain was notorious
for its slow customer service and long lines. Bank officials were asked to
pretend they were customers. It was an exercise in frustration, and even rage.
It transformed the business.
Metaskills
If data and analytics fall under the “Think” category and content, design and
production development fall under the “Do” category, then marketers who focus on
consumer engagement and interaction belong to the “Feel” category. All three
functions are essential. Straight from “Metaskills”
Be awake
In his view, the mission of any brand builder is really no different from that
of anyone alive, which is to avoid what mythologist and writer Joseph Campbell
once described as the greatest human transgression: namely, the sin of
inadvertence—of not being alert, or altogether awake, to the world around us.
Lessons
Some lessons I picked up. There are a lot more in the book and I recommend it to
every marketer. Fascinating insights into fashion, countries, retails concepts,
girls (selfies!) and a complete chapter to become a desire hunter yourself.
Candy moments
All humans experience are “candy moments”—an internal reward system that takes
place while we’re working, reading, thinking or focusing, and that divides and
re-energises our routines and re-stimulates our attention.
Balance
When a society is out of balance, its natives will always find ways to
compensate or escape. As always human beings seek balance. The faster we go, the
slower, in some respects, we will become. It may not always be conscious, but
unconsciously we are all seeking to redress acceleration with idling, velocity
with patience, chatter with quiet.If you want to find out, emojis are condensed
emotions, and an unbiased reflection of a society’s emotional state, imbalance
and compensation.
Market to the inner age
We have two ages. The first is our actual physical, chronological age. Then
there’s our inner age, the age we feel emotionally inside. He calls this
“emotional age” our Twin Self. Who among us, at 50 years of age, “feels” 50?
Almost no one. A good rule of thumb in brand building is to communicate, always,
to a consumer’s Twin Self. Someone’s inner age is directly connected to the
first time we felt liberated and on our own.
Determine the age of their Twin Self by paying close attention to the musical
playlists on their smartphones, computers or streaming music services.
Schizophrenic
Thanks to technology, we are all at least two people, with at least two
residences: a bricks-and-mortar home and a home page. Sometimes they overlap,
but often they don’t. Social media home pages and offline homes have another
critical thing in common: only a small fraction of what we post on social media
bears much resemblance to what’s really going on in our lives—and our real homes
are often edited constructs of whom we believe ourselves to be. Brands fill in
the missing holes of our identities.
Everyone aspires to be something just a bit different than they actually are. In
fact, most of us have up to ten discreet interdependent social identities, which
are often in conflict. Try segment that as a marketer.
Tribes
In an information age, most of us feel unanchored. The mobile economy has
allowed many people to live anywhere they want, and the more “community”—that
feeling of localness and belonging—makes its way online, the more it has dropped
away in real life. However, at our core we are all members of a tribe or series
of tribes, starting with our nationalities and families, and extending to the
towns or cities where we live. Gender is tribal. A profession is tribal.
Political affiliation is tribal. Religious belief is tribal. Our friend groups
are tribal, as is our age and even our appearance.
The brands we like, and buy, and surround ourselves with have the most profound
possible things to say about who we are and what true we want to belong Fashion
gives consumers a shortcut to becoming a perceived member of an aspirational
tribe.
Memory
Our choices, preferences and tastes have their origins in childhood. We prefer
what we saw, heard or sensed first, whether it’s the colour of our childhood
bedrooms or the lake, pool or ocean where we first learned to swim.
If we “record” an experience using multiple senses, we remember it 200 per cent
more than we would if only a single track were involved. Add a social element or
a sense of belonging, and our memories engage even more powerfully with the
experience.
Somatic marker in our brains that permanently marks our experience, using an
equation that goes like this: hot oven = the probability of pain. When people
feel strong emotion, it creates a “bookmark” in their brains—it is a moment, or
experience, they are unlikely to forget. Hence the investments by marketing in
AR and VR.
Transformation
Everyone aspires to be something just a bit different than they actually are. In
every case, something is missing from people’s lives: a subconscious desire.
We all look for transformation. Because smartphones and computers are chipping
away at our opportunities for escape. With our phones and laptops eternally on,
the concept of finding ourselves in an emotional state distinct from our
everyday emotional lives is vanishing. Thanks to our phones we are never
altogether present and never completely alone. The fewer opportunities for
transformation we have in our lives, the more we crave it. A car is a
transformation zone.
Most of us “go to work” when we open our eyes every morning, only to stop
“working” when we go to sleep. The only time we power off our laptops is when
we’re in transit. We are in the same season, and emotional climate, all the
time, one that’s neither work nor leisure, neither at our desk nor officially
off-duty.
Permission zones and rituals
Brands need to create permission zones. A moment, or an environment, that allows
consumers to “enter” an alternate emotional state. So focus on creating rituals.
Rituals serve as an entry ticket to an exclusive universe consumers want to
join, and the more often they repeat a ritual, the more of a hardcore fan they
become. A ritual can be defined as a fixed sequence of behaviours or words that
transport us from one emotional, social or physical state to another. Most
rituals operate on two levels. The first is tangible, and sensory, while the
second is symbolic and emotional.
Branding and religion
There are similarities between the world’s most influential brands and the
world’s best-known religions: A sense of belonging; storytelling; rituals;
symbols; a clear vision; sensory appeal; power from enemies; evangelism;
mystery; and grandeur. Among the most elusive of these ten precepts is the sense
of community and belonging.
Hitchcock
When you develop a brand, he suggests looking at Hitchcock. He used two scripts.
Blue and green. The Blue Script was entirely functional. In it were all the
tangible onscreen components, including dialogue, props, camera angles and set
descriptions. The second script, which Hitchcock referred to as “the Green
Script,” chronicled in fine detail the emotional arc, or “beats,” of the film he
was shooting. Mapping out what he wanted people to feel and at what point.
Extremely relevant for AR and VR.
Mental shortcuts
Brands are also a mental shortcut. The best-branded countries and cities of the
world can be distilled into one or two words. If it takes years for a city’s or
a country’s brand identity to crystallise, it can also take a long time for a
country to overcome a negative somatic marker.
London and Paris
Let’s look at London and Paris. To non-natives, London evokes various words and
feelings, country’s “brand” is an aggregate of its wars, music, sports, climate,
leadership, location, tacit traditions and national character—its entire social,
political and cultural history—which blur and intersect over time. In the case
of London, Big Ben and rain cannot be teased apart any more than love and food
can be separated in Paris.
Digital ego and branding
The big question is for me is whether your future AI driven digital assistant or
your digital ego has brand loyalty as well.
Gay
Whom you develop a brand or product, look at the gay community. An encyclopedia
could be written about the gay influence on heterosexual culture and fashion,
and the ways in which gay men serve as bellwethers for trends eventually adopted
by the mainstream. Moreover, many gay men are extremely opinionated; if they
dislike a brand or store, find it corny or tacky, they will come right out and
say so. Their opinion, in short, acts as a kind of quality control
Beach life
To be Carioca, you have to enjoy the beach and be casual in life. The attributes
of the Carioca lifestyle are, in fact, characteristic of any number of
“water-facing” cultures around the world. Cariocas across the globe are
influential in introducing fashions and brands to the rest of the world.
Celebrities
Who influences us to buy a certain product, helps us form an opinion or exposes
us to a brand we later use ourselves—a wristwatch, a musical genre, a facial
moisturiser, a wine label? It’s not something we often think about, but when I
ask this question to people online and offline, the answer is invariably
celebrities.
Children
Children attain social currency among their peers by playing and achieving a
high level of mastery at their chosen skill, whatever that skill happens to be.
If the skill is valuable and worthwhile, they will stick with it until they get
it right, never mind how long it takes. That explains the success of LEGO. LEGO
is all about the summons, the provocation, the mastery, the craftsmanship and,
not least, the hard-won experience. A version of reputation economics.
Combine this book with:
“Powerbranding“
“Different”
“WTF“
“How brands grow“
and you have a nice cocktail of marketing insights. Throw in “Killing marketing”
as well.
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Amazon Customer
5,0 von 5 Sternen Excellent, easy to read book with many insights
Rezension aus dem Vereinigten Königreich vom 9. August 2023
Verifizierter Kauf
Enjoyed reading this book and it does make one feel more aware - or at least ask
oneself questions about what is being seen by the eyes, smelled by the nose and
heard by the ears!
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Divakar Kaza
4,0 von 5 Sternen Refreshing and Counter Intuitive
Rezension aus Indien vom 25. März 2018
Verifizierter Kauf
SMALL DATA – The tiny clues that uncover huge trends : Martin Lindstrom
Books which are counter intuitive and go against the conventional grain have
always fascinated me. In a world where big data and all its analyses is being
touted as the ultimate nirvana for marketers, pollsters and for everyone and
anyone to understand trends in human behavior, buying trends, prediction of
weather….and possibly one book being published every week on Big Data and its
central role in our lives……here comes a nifty book which looks at life in a
quirky way and spins its own idiosyncratic theories. Thank you Abhinav
Shrivastav for recommending this book to me.
I don’t read too many books on brands and marketing…and therefore never heard of
Martin Lindstrom before. He is a best selling author and has some half a dozen
books which were on the NYT best-seller list, TIME magazine listed him as one of
the 100 most influential people in the world and he is a consultant to the Who’s
Who of Wall street including Disney, Pepsi, Kellogs advising clients on how to
repurpose their marketing and brand strategies. His insights have not just led
to an upswing in the fortunes of the brands and companies but at times…at the
entire industry itself.
This book is a heady cocktail of an arm chair travellers curiosity (as a global
consultant, his works takes him to the far corners of the world), a bit of
forensics, lots of psychology, an acute eye to observe the quirky things in
people’s lives across the world…and a remarkable ability to connect all of these
to understand human nature and behavior and advise companies on what to do next
to arrest their failing fortunes. Combined with his wit and a breezy style of
writing, Lindstrom takes us thru multiple case studies which are informative,
entertaining and also insightful.
Most of his theories are built around his assignments – and we go thru a romp of
the whole world – from India to Saudi Arabia to Russia to Japan and many
more….as Lindstrom tries to understand companies / brands and their problems as
he goes about on his interesting assignments with a Russian web-site to Kellogs
( his story on Kellogs is based in India and it is worth buying this book only
for this chapter) to Lego to Pepsi to Disney.
His observations on the way people in different parts of the world…think and
behave is astute. He has distilled his stellar experience into an interesting
nifty book ( sub 250 pages).
He is however not a big data heretic….and he firmly believes that it has its own
role to play to understand the world and its people and all that they do….his
insistence is on not losing out our perceptive skills to study the tiny clues in
the way people think and behave which at times unravel multiple mysteries and
provide solutions to the issues confounding us.
This is not a book only for folks with interest in Marketing and Brands. Will be
a delightful read for anyone interesting in human behavior and trying to
understand the motives behind the behavior.
My rating: 4/5.
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Harish Nair
4,0 von 5 Sternen • Observe and interact to answer questions like: How do groups
of people form
Rezension aus Indien vom 30. Mai 2016
Verifizierter Kauf
In this book, Martin has tried to distill his 15 years of insight generation
experience for the readers to jump on faster to this journey. But what the
reader also gains from this book a sense of comfort that many a times when we
feel lost in the process, well , it’s the part of process and nothing wrong with
us. You get it straight from the master
My key takeaways from this book are:
• Observe and interact to answer questions like: How do groups of people form?
What are their core beliefs? What do they aspire for and why? How do they create
social ties? How does one culture differ from other? Do any of these local
beliefs, habits or rituals have a universal significance.
• Insight is an amalgamation of gestures, habits, likes, dislikes, hesitation,
speech patterns, decors, passwords, tweets, status updates and more
• Desire – there is always a story , which may be common to common set of people
depending on country , segments etc (case of fridge magnets in Siberia )
• An external person (cultural outsider/ foreigner) is best suited for insight
related exercise as locals will miss the obvious as that is a part of their life
and will not see as notable.
Martin goes ahead to share many of his experiences in insight-ing. The fact that
he had tons of things to share and that fact that there are many
cross-references between various cases in the real life makes the reading of
this book a tad difficult. So, while Martin writes about a case, there are
various other anecdotes which jumps in , which at least distracted me from the
main story. Nonetheless, it gave an interesting “insight” into this whole
journey of discovery.
One of the most interesting case for me was Tally Weijl “Click and Mortar”
dressing room. A brilliant amalgamation of insight and technology. The other
interesting case was of Jenny Craig, which involved an amalgamation of many
other insights like Trollbeads. This just went to prove that one does know which
insight becomes useful when.
But it all comes down to the fact that one needs to have a certain type of
resilience to commit to this task of insight generation. One has to have to have
the audacity to even ask for permission of get into bedrooms, bathrooms (to see
how the tooth brushes are kept!!) , scan the refigerators (especially the
“guilt”part) and even at times to ask the senior members of a company to use
their own product (Ansell executive not able to open their own manufactured
condom packs in darkness, what an insight!!)
Overall, a great book. However, I am not sure why Martin is so unhappy with Big
Data. To my mind, Big Data is about finding our multiple correlations – unusual
correlations as Martin himself puts it - within a given set of data. Big Data
estabilishes correlations, and once a correlation looks interesting, Insights
have to generated to establish the causality behind it and to see are there any
hidden messages in that. I see both of them complementing and not competing. I
just wish Martin would not have spent so much time trying to fight the “Big
Data”.
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RFJR8888
5,0 von 5 Sternen SMALL DATA WILL YIELD BIG RESULTS IF READERS ARE CAPABLE OF
EMPATHY
Rezension aus dem Vereinigten Königreich vom 24. Mai 2020
Verifizierter Kauf
There are literally hundreds of insights ("small data") that are essential for
innovation, entrepreneurship and new product development. The author has an
incredible eye for detail, breadth and depth and it encourages the reader to
engage in observation/ethnology. As a university lecturer in marketing I find
Martin's work particularly useful in engaging millennials and Gen Z. I have
loved all of his previous works, but Small Data is extremely timely, insightful
and thought-provoking. Generally, taking students through a brand key, I find
that they may be nonplussed when it comes to the insight part. Martin's many
relevant examples make it easy to get the point across. It is a very rich source
of inspirations -- all the raw materials for new relevant products are there. If
only we would watch and listen, as Martin does, many brands would be doing
better than they are today. It is a page-turner and really difficult what to
highlight in the text. This is one of those books where every small insight is
worth highlighting. The work must be read as a whole and absorbed to enable a
pertinent lecture on the subject. Actually, it ought to be required reading in
addition to the standard academic texts. The style in engaging, warm and
empathetic. It is the empathy demonstrated throughout the book which, if
properly applied, will result in enlightened self-interest.
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