The Insights Revolution: Questioning Everything (Paperback) (ISBN-13: 9780359058907)

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 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, Est e Lauder, ESOMAR, Facebook, Intel, Pfizer, PwC, Sunovion, Telstra, Twitter, Virgin Australia, U.S. Bank, Visa, Warner Bros, and World Vision.

Author: Andrew Grenville
ISBN-10: 0359058906
ISBN-13: 9780359058907
Publisher: Lulu.com
Language: English
Published: 08/30/2018
Pages: 142
Format: Paperback
Weight: 0.48lbs
Size: 9.00h x 6.00w x 0.33d