The Insights Revolution: Questioning Everything: Questioning Everything - Softcover

Grenville, Andrew

Softcover

ISBN 10: 0359058906 ISBN 13: 9780359058907

Publisher: Lulu.com, 2018

Synopsis

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

Edition details

• Publisher: Lulu.com
• Publication date: 2018
• Language: English
• ISBN 10: 0359058906
• ISBN 13: 9780359058907
• Binding: Paperback
• Number of pages: 142