What's the Question?
A step-by-step guide for more effective and efficient market research
Delivering solid information is a craft, delivering insights is an art.
What is ‘excellent’ market research? The obvious answer is that it should produce reliable and valid results. This is the craftsmanship of a good market researcher, as described in hundreds of market research handbooks. But it's not enough. Users of market research require more. They need relevance, meaning that results of market research can be used as a solid foundation for marketing decisions. Market research should delivers insights. And to do so, researchers need to answer the right questions instead of merely focussing on collecting and analysing data.
The book ‘What’s the Question?’ contains a practical, stepwise approach and powerful tools for setting up effective market research that can deliver real new insights, supporting decision makers to make better decisions. And by only answering the right questions, research will become more efficient as well.
What is ‘excellent’ market research? The obvious answer is that it should produce reliable and valid results. This is the craftsmanship of a good market researcher, as described in hundreds of market research handbooks. But it's not enough. Users of market research require more. They need relevance, meaning that results of market research can be used as a solid foundation for marketing decisions. Market research should delivers insights. And to do so, researchers need to answer the right questions instead of merely focussing on collecting and analysing data.
The book ‘What’s the Question?’ contains a practical, stepwise approach and powerful tools for setting up effective market research that can deliver real new insights, supporting decision makers to make better decisions. And by only answering the right questions, research will become more efficient as well.