The Consumer Insights Revolution by Steve Phillips and others.
This book is a good, impactful description of the hard work that goes behind creating products and building business that resonate with people. How to connect brands to the lives and needs of consumers.
It is in two parts. In part 1, the book dwells on consumer centricity and market research. How innovative concepts tend to surprise us by bringing up new challenges and the necessity of varied and unimagined working practices. How, to remain relevant, one constantly needs to rethink, become digitalized and democratized, and be more strategic. Part 2 of the book is about the practical aspects of the above and meeting the needs of an agile market research. How to design a framework powered by technology that consolidates and organizes data, while enabling people to analyze and learn from it in a dynamic way. How, it could lead to the formation of a digital platform that would remove reliance on market research vendors. And how to introduce such ideas in ways that encourage and enliven all to feel positive and welcoming about it.
With well laid out chapters, bulleted lists, and a good directory of technical terms, this book can be an effective guide to insightful and analysis-heavy research.
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