I think reading the book is time well invested. Ray Poynter recommends that market researchers read 2 relevant books per year. Make this one of them! |
By employing a simple, still comprehensive and consistent language, ‘What's the question’ presents a 360 approach over all the MR tools today, helping especially to a wise selection among them and avoiding possible pitfalls down the road, via a large number of real case studies. (Yiannis Karalis, Independent Market Research Professional, Greece) |
A wonderful source of inspiration with many well placed case studies and examples. Glad they have translated in English 😊(Manuela Zaffarana, Unilever Innovation) |
A good book, pleasant and easy read, and highly recommended for being adopted in academia by those lecturers who are faced too often with student research projects ending up not being able to contribute too much to the initial client’s problem. (Cris de Meer, Lecturer in Marketing, Communication and Entrepreneurship) |
If you are after a fantastic book covering the fundamentals of Market Research, with loads of great case studies, then I would recommend 'What's the Question' by Erik De Kort and Durk Bosma. There are some great thoughts on framing questions well, and using target audiences effectively. I would recommend this for marketeers as well as insights professionals. |
In short, the authors provide a chrystal clear answer to the question 'What's the question?' (Max Kohnstamm, Tijdschrift voor Marketing) |
