I have been suggested “What’s the question” book by my boss and mentor and she was absolutely right that I would have greatly benefit from it.
I only wish I have had it on the first weeks of my job in CMI. I had moved after 12 years of marketing and I was totally lost for the first 2 months in a new role and without line manager. Looking back “What’s the question” would have been a perfect induction tool.
I have eventually read it 7 months into the job and I recognized perfectly the challenges and tensions that accompany the CMI job and the relationship with marketing. The book is very simple to follow, very down to earth but still very structured. It gives many important explanations of topics that most senior CMI people give for granted ‘everyone would know’.
I definitely recommend it to those starting in a consumer & market research role but also to those that have already been working there for a while as well as to those leading CMI teams as it is a wonderful source of inspiration with many well placed case studies and examples. Glad they have translated in English 😊
Manuela Zaffarana Unilever Innovation
I only wish I have had it on the first weeks of my job in CMI. I had moved after 12 years of marketing and I was totally lost for the first 2 months in a new role and without line manager. Looking back “What’s the question” would have been a perfect induction tool.
I have eventually read it 7 months into the job and I recognized perfectly the challenges and tensions that accompany the CMI job and the relationship with marketing. The book is very simple to follow, very down to earth but still very structured. It gives many important explanations of topics that most senior CMI people give for granted ‘everyone would know’.
I definitely recommend it to those starting in a consumer & market research role but also to those that have already been working there for a while as well as to those leading CMI teams as it is a wonderful source of inspiration with many well placed case studies and examples. Glad they have translated in English 😊
Manuela Zaffarana Unilever Innovation
