Small Data

Trend Longevity Rating

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.