What's the Question? - The Book
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In this part of the website you will find all of the models decribed in the book, as downloadable image files. Feel free to use them or adapt them to your own needs. Just mention where you got them from. 
Useful videos, white papers etc. 
Images and models described in the book
(In order to use them, simply download them)
Ray Poynter speaking about the most important developments in market research.

'The Future of Insights', a very interesting piece of research, that quantifies the gap between what Marketing needs and what Insights delivers. Read the pdf here: http://www.wfanet.org/pdf/Future-of-Insights-Project.pdf or watch the video below. 

'Earning a seat at the table'. An very important piece of research, highlighting best practises in Insights management. By Robert van Ossenbruggen. 
earning_a_seat_at_the_table_white_paper_customercentral.pdf
File Size: 685 kb
File Type: pdf
Download File


An article containing a number of scenario's for the future of our industry. By Robert Moran. 
moran_futures_of_marketresearch.pdf
File Size: 342 kb
File Type: pdf
Download File

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  • Home
  • Reviews
  • Buy 'What's the Question?'
  • The book
  • Masterclasses
  • Our blog
    • To deliver insights, why?-questions are needed
    • Insights: why isn’t market research delivering them?
    • Why Market Research is Like Drilling for Oil
    • Bridging the gap between market researcher and marketeer
    • Judge or explorer: The future role of the market researcher
    • More impact for market research (and market researchers)
    • The most promising new market research tool comes from the 19th century
    • The one question every market researcher should ask
    • The Shaky Business Case of Insights
  • Contact
  • Bonus!