The Insights Industry is in Trouble.
It’s not growing, despite an explosion of information, decreasing costs and an increase in the need for informed decision making. And it still does not have real influence in the boardroom. It is too often focused on what happened, and not on where to go and what to do next. It focuses on methodology instead of decision making. And it is gathering its data from people it treats like chattel, which leads to results being unreliable if not downright wrong.
This book by Andrew Grenville, Chief Research Officer at Maru/Matchbox, takes a problem/solution approach; it is organized into chapters which shine an uncomfortable light on all too familiar practices before suggesting a better way forward. The book is fueled by interviews with insights professionals, marketers and strategists from around the world, including people from organizations like Coca-Cola, Discovery Channel, Estée Lauder, ESOMAR, Facebook, Intel, Pfizer, PwC, Sunovion, Telstra, Twitter, Virgin Australia, U.S. Bank, Visa, Warner Bros, and World Vision.
About the Author
Andrew is a 30-year research veteran who has conducted an extensive amount of research on research, with a focus on the respondent experience, survey simplification and sample quality.
He has published numerous peer-reviewed journal articles and book chapters in the areas of sociology, research methods and medicine, and has been quoted in many publications, including The Economist.
Want a sneak peek before purchase?
Andrew talking about The Insights Revolution: Questioning Everything, at TMRE. This is a great way to go deeper into some of the main points of the book.
Maru/Matchbox has been pushing the boundaries of the customer market insights space for over a decade. We are a sector-focused consumer intelligence firm focused entirely on better client outcomes. Our expert teams are deeply invested in key sectors of the economy, delivering insights and analysis backed by superior quality data.
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