Small Data
As consumers increasingly collect their own data from online activities, brand-owned big data becomes less valuable than small data in certain situations.
Trend Longevity Rating
a strong prediction that largely held up
How this trend held up
The potential of small data to help customize experiences is vast, yet it remains underutilized and difficult to leverage in a meaningful way even though we still collect a lot of it.
Every past trend prediction is re-reviewed and graded with a Trend Longevity Rating, measuring how much each originally curated trend still matters years later.
Where It Led
This trend evolved into a megatrend.
In 2020, Small Data was identified as one of the past trends that evolved into the megatrend Data Abundance: The growing ubiquity of data and the myriad ways it can be collected raise big questions about how to make it truly useful, who owns the data, and who should stand to profit from it.
Explore The Data Abundance Megatrend →
