Small Data: The Tiny Clues That Uncover Huge Trends

by Martin Lindstrom

Today, 18 out of 45 customers entering a restaurant ask whether they can sit somewhere else. From that point on, their digital lives take over. Diners take out their phones and try to connect to the nearest Wi-Fi. They hunt down information or check if anyone “liked” their Facebook post, often forgetting that their menus are waiting there on the table, which is why when the waiter asks them if they’re ready to order, most respond that they need more time. Twenty-one minutes later, they’re ready to order. Twenty-six of them spend up to three minutes taking photos of their food. Fourteen snap photos of each other eating, and if the photos are blurry or unflattering, they retake them. Approximately one-half of all diners ask if their server would take a group photo and while he’s at it, would he mind taking a few more? The second half sends their food back to the kitchen, claiming it’s cold (which it is, as they’ve spent the past ten minutes playing with their phones and not eating). Once they pay their check, they leave the restaurant twenty minutes later, versus five minutes in 2004. As they exit, eight diners are so distracted that they bump into another diner, or a waiter, or a table, or a chair.